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Sekar Raju, Ph.D.

Affiliations: 
2002 Ohio State University, Columbus, Columbus, OH 
Area:
Marketing Business Administration
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H Rao Unnava grad student 2002 Ohio State
 (Why do consumers committed to a brand counterargue negative information? Understanding the mediating role of arousal.)

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Publications

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Raju S, Rajagopal P, Murdock MR. (2021) The moderating effects of prior trust on consumer responses to firm failures Journal of Business Research. 122: 24-37
Jayashankar P, Raju S. (2020) The effect of social cohesion and social networks on perceptions of food availability among low-income consumers Journal of Business Research. 108: 316-323
Montgomery NV, Raju S, Desai KK, et al. (2018) When Good Consumers Turn Bad: Psychological Contract Breach in Committed Brand Relationships Journal of Consumer Psychology. 28: 437-449
Raju S. (2017) Positive and negative effects of affective and continuance brand commitment in a service context Journal of Indian Business Research. 9: 133-148
Ramaswami SN, Raju S, Page DC. (2016) Conceptualizing and measuring resistance to change in brand relationships Journal of Indian Business Research. 8: 180-204
Raju S, Unnava HR, Montgomery NV. (2009) The moderating effect of brand commitment on the evaluation of competitive brands Journal of Advertising. 38: 21-35
Raju S, Unnava HR, Montgomery NV. (2009) The effect of brand commitment on the evaluation of nonpreferred brands: A disconfirmation process Journal of Consumer Research. 35: 851-863
Desai KK, Raju S. (2007) Adverse influence of brand commitment on consideration of and preference for competing brands Psychology & Marketing. 24: 595-614
Raju S, Unnava HR. (2006) The Role of Arousal in Commitment: An Explanation for the Number of Counterarguments Journal of Consumer Research. 33: 173-178
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