Publications:

Select Publications

Paul Miniard, Rama K. Jayanti, Cecilia Alvarez, and Peter Dickson ¿What Brand Extensions Need to Fully Benefit from Their Parental Heritage,¿ Forthcoming in the Journal of Academy of Marketing Science. (FT50 Journal)

Jayanti, Rama K. and S. Raghunath (2018), ¿Institutional Entrepreneur Strategies in Emerging Economies: Creating Market Exclusivity for the Rising Affluent,¿ Forthcoming in Journal of Business Research (ABDC A Journal)

Jayanti, R. K. and Gowda, M. V. R., (2014). "Sustainability Dilemmas in Emerging Economies," IIMB Management Review, Elsevier.

Singh, J., and Jayanti, R. K., (2014). "Closing the Strategy-Tactics Gap in Pharmaceutical Marketing: Institutional Theory Analysis and Open Systems Framework for New Directions," Refereed Book Chapter In Ding, Min; Eliashberg, Jehoshua; Stremersch, Stefan (Eds.) Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies, International Series in Quantitative Marketing, Vol. 20, Springer.

Jayanti, R. K., Gallagher, V. C., Porter, T. H., (2013). "Internal Marketing to Champion Sustainability Initiatives: Sustainability Managers as Change Agents," in Doing Well By Doing Good: New Perspectives on Corporate Social Responsibility and Sustainable Development; Fourth Research Symposium of the Society for Global Business and Economic Development (SGBED), IIMB, India.

Singh, J. and Jayanti, R. K., (2013). "When Institutional Work Backfires:  Organizational Control of Professional Work in the Pharmaceutical Industry," Journal of Management Studies, 50(5), 900-929.

Jayanti, R. K. and Singh, J., (2010). "Pragmatic Learning Theory: Distributive Consumer Learning in Online Communities," Journal of Consumer Research, 36(6), 1058-1082.

Jayanti, R. K., (2010). "Online Consumer Conversations: A Netnographic Exploration," Journal of Advertising Research, 50(2), 181-196.

Jayanti, R. K. and Jayanti, S. V., (2010). "Effects of Airline Bankruptcies: An Event Study," Journal of Services Marketing, 25(6), 399-409.

Jayanti, R. K. (2010). "Accentuate the Positive: An Exploratory Investigation of Elderly Responses to Framing Effects," Journal of Marketing Theory and Practice, 18(3), 263-273.

Jayanti, R. K. and Whipple, T. W., (2008). "Like Me...Like Me Not: The Role of Physician Likeability in Service Evaluations," Journal of Marketing Theory and Practice, 16(1), 79-86.

Singh, J., Jayanti R. K., Kilgore J., Agarwal K., Gandarvakottai, R., (2005). "What Goes around Comes Around: A Framework for Understanding Trust-Value Dilemmas of Market Relationships," Journal of Public Policy and Marketing, 24(1), 38-62.

Jayanti, R. K., McManamon, M. K., Whipple, T. W., (2004),"The Effects of Aging on Brand Attitude Measurement," Journal of Consumer Marketing, 21(4), 264-273.

Jayanti, R. K. and Burns, A. C., (1998), "Antecedents of Preventive Health Care Behavior: An Exploratory Study," Journal of the Academy of Marketing Science, 26(1), 1-15.
(Lead article: received citation for excellence)