Vanitha Swaminathan

University of Pittsburgh

Pittsburgh, PA 15260

United States

SCHOLARLY PAPERS

8

DOWNLOADS
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1,131

CITATIONS
Rank 36,292

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Top 36,292

in Total Papers Citations

5

Scholarly Papers (8)

1.

'My' Brand or 'Our' Brand: The Effects of Brand Relationship Dimensions and Self- Construal on Brand Evaluations

Journal of Consumer Research, Vol. 34, No. 2, pp. 248-259, 2011
Number of pages: 12 Posted: 06 Feb 2012
Vanitha Swaminathan, Karen Page Winterich and Zeynep Gurhan-Canli
University of Pittsburgh, Pennsylvania State University - Mary Jean and Frank P. Smeal College of Business Administration and Koc University
Downloads 223 (82,544)
Citation 1

Abstract:

brand relationships, brand evaluation, self-construal, self-concept connection, country-of-origin

2.

Spillover Effects of Ingredient Branding Strategies on Brand Choice: A Field Study

Number of pages: 24 Posted: 07 Mar 2012
Vanitha Swaminathan, Srinivas K. Reddy and Sara Loughran Dommer
University of Pittsburgh, Singapore Management University and affiliation not provided to SSRN
Downloads 219 (98,301)

Abstract:

ingredient branding, co-branding, scanner data, spillover effects, brand equity

3.

When Brand Personality Matters: The Moderating Role of Attachment Styles

Journal of Consumer Research, Vol. 35, No. 6, pp. 985-1002, 2009
Number of pages: 18 Posted: 07 Mar 2012
Vanitha Swaminathan, Karen M. Stilley and Rohini Ahluwalia
University of Pittsburgh, Saint Vincent College and University of Minnesota - Twin Cities - Carlson School of Management
Downloads 115 (115,067)
Citation 4

Abstract:

brand attachment, brand personality, attachment theory, signaling with brands

4.

How Achieving the Dual Goal of Customer Satisfaction and Efficiency in Mergers Affects a Firm's Long-Term Financial Performance

Swaminathan, Vanitha, Christopher Groening, Vikas Mittal and Felipe Thomaz (2013). "How Achieving the Dual Goal of Customer Satisfaction and Efficiency in Mergers Affects a Firm's Long-Term Financial Performance", Forthcoming
Number of pages: 14 Posted: 12 Nov 2013
Vanitha Swaminathan, Christopher Groening, Vikas Mittal and Felipe Thomaz
University of Pittsburgh, University of Missouri at Columbia - Department of Marketing, Rice University and University of South Carolina - Darla Moore School of Business
Downloads 65 (203,483)

Abstract:

merger, dual emphasis, customer satisfaction, efficiency, financial performance, firm performance

5.

What Goes Around Comes Around: The Impact of Marketing Alliances on Firm Risk and the Moderating Role of Network Density

Journal of Marketing, Vol. 79 (September 2015), 63-79
Number of pages: 17 Posted: 13 Sep 2015
Felipe Thomaz and Vanitha Swaminathan
University of South Carolina - Darla Moore School of Business and University of Pittsburgh
Downloads 7 (240,875)

Abstract:

Marketing, Strategic Alliances, Firm Risk, Networks, Hierarchical Models

6.

Friends and Family: How In-Group Focused Promotions Can Increase Purchase

Customer Needs and Solutions, 1 (4), 333-344, 2014
Number of pages: 37 Posted: 03 Jan 2015
Karen Page Winterich, Vikas Mittal and Vanitha Swaminathan
Pennsylvania State University - Mary Jean and Frank P. Smeal College of Business Administration, Rice University and University of Pittsburgh
Downloads 7 (462,578)

Abstract:

sales promotions, self-construal, interdependence, in-group, brand personality

7.

Using Social Media Monitoring Data to Forecast Online Word-of-Mouth Valence: A Network Autoregressive Approach

Saïd Business School WP 2015-15,
Number of pages: 51 Posted: 16 Oct 2015
Felipe Thomaz, Andrew T. Stephen and Vanitha Swaminathan
University of South Carolina - Darla Moore School of Business, University of Oxford - Said Business School and University of Pittsburgh
Downloads 0 (206,207)

Abstract:

social media, valence, Word-of-mouth, network autoregressive, brand interdependence, forecasting

8.

The Joint Sales Impact of Frequency Reward and Customer Tier Components of Loyalty Programs

Marketing Science, Vol. 31, No. 2, 2012; pp. 216-235; DOI: 10.1287/mksc.1110.0687, Tuck School of Business Working Paper No. 2013-111
Posted: 24 Oct 2012
Tuck School of Business at Dartmouth, affiliation not provided to SSRN, Tuck School of Business at Dartmouth, Independent and University of Pittsburgh

Abstract:

loyalty program, customer tier programs, frequency reward, database marketing, segmentation