Sebastian S. Kresge Professor of Marketing; Director of Yaffe Center for Persuasive Communication | University of Michigan
Rajeev Batra’s research interests include the strategy and tactics of brand-building; global branding and advertising; marketing issues in emerging markets; emotional advertising: processes, role, measurement and effects; consumers’ attitude structure toward brands and brand personality; repetition effects; and advertising budgeting.
Session: Building Stronger Brands by Creating Brand Love
