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| # | Type | Title | Auther(s)\ Publisher | Pub. Year |
|
1. |
Article
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How, When, and Why Do Attribute-Complementary versus Attribute-Similar Cobrands Affect Brand Evaluations: A Concept Combination Perspective
|
Swaminathan, Vanitha
Gurhan-Canli, Zeynep
|
2015/JUN
|
|
2. |
Article
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What Goes Around Comes Around: The Impact of Marketing Alliances on Firm Risk and the Moderating Role of Network Density
|
Thomaz, Felipe
Swaminathan, Vanitha
|
2015/SEP
|
|
3. |
Article
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Who Is Wary of User Design? The Role of Power-Distance Beliefs in Preference for User-Designed Products
|
Paharia, Neeru
Swaminathan, Vanitha
|
2019/MAY
|
|
4. |
Article
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Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns
|
Hughes, Christian
Swaminathan, Vanitha
|
2019/SEP
|
|
5. |
Book
|
Strategic brand management : building, measuring, and managing brand equity
|
Kevin Lane Keller, Vanitha Swaminathan
|
2020
|
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