Dr. S. Bharadhwaj

Dr Bala V and Vasantha Balachandran Chair Professor of Marketing
Area Chair: Marketing

Area of Expertise: Consumer Behaviour, Marketing Research

Email: bwaj@greatlakes.edu.in

I hold a PhD in Marketing from the University of Maryland, College Park, USA. I teach Consumer Behaviour, Marketing Research and Business Research Methods.

Research Interests

My research interests include Impulse Buying, Social and Green Marketing and the use of AI in Marketing.

Research Grants

• Emerald All India Management Association (AIMA) Indian Management Research Fund Award 2010, with Arti Kalro and Piyush Sharma, Rs 2 lakhs
• Singapore $ 100,000 from a large pharma company in Singapore I cannot name for reasons of confidentiality in 2003.

Peer - reviewed Journal Articles (Representative list)

• Tripti Ghosh Sharma, Mahima Gupta, Vinu Thomas and Bharadhwaj Sivakumaran (2025), “Airline Social Media Recovery Satisfaction: Has COVID changed everything?", Journal of Travel Research. ABDC rating: A star.
• Bharadhwaj Sivakumaran, RM Harindranath, Nachiketas Nandakumar and Ekta Srivastava (2023), “Public Service Announcements: A Literature Review and Way Forward”, International Journal of Consumer Studies. ABDC rating: A.
• Kriti Krishna, Bharadhwaj Sivakumaran, Satish Maheswarappa and Ankur Jha (2023), “Mind the Game You Set for Better Website Patronage”, European Journal of Marketing, DOI: 10.1108/EJM-04-2021-0247, Vol. 57 No. 5, pp. 1560-1590. ABDC rating: A star.
• Harindranath, RM and Bharadhwaj Sivakumaran (2023), “Promotional Inputs and Selling: Evidence from India”, Journal of Business and Industrial Marketing, Vol. 38, No 5, pp. 1000-1014, https://doi.org/10.1108/JBIM-01-2021-0040. ABDC rating: A.
• Ekta Srivastava, Bharadhwaj Sivakumaran, Satish Maheswarappa and Justin Paul (2023), “Nostalgia” A Review, Propositions and Future Research Agenda”, Journal of Advertising, https://doi.org/10.1080/00913367.2022.2101036. ABDC rating: A.
• Kirubaharan Boobalan, Bharadhwaj Sivakumaran and Margaret Susairaj, (2022), “Organic Food Preferences: A Comparison of American and Indian Consumers”, No. 104627, Food Quality and Preference. ABDC rating: A.
• Bilwa Upadhye, Bharadhwaj Sivakumaran, Debasis Pradhan and Teidorlang Lyngdoh (2022), “Can Planning Prompt be a Boon for Impulsive Customers? Moderating roles of Product Category and Decisional Procrastination", Psychology and Marketing, Vol. 38(8), pp. 1197-1219 . ABDC rating: A.
• Nirmalya Bandyopadhyay, Bharadhwaj Sivakumaran, Ravi Shekhar Kumar and Sanjay Patro (2022), “Immediate or Delayed! Whether various types of consumer sales promotions drive impulse buying? An empirical investigation”, Journal of Retailing and Consumer Services, Vol. 61, pp. 102502. ABDC Rating: A.?
• Ashwin Baliga, Vaibhav Chawla, LS Ganesh, Vijaya Sunder and Bharadhwaj Sivakumaran (2021), “Service Failure and Recovery in B2B Markets: a Morphological Analysis”, Journal of Business Research, Vol. 131, pp. 763-781. ABDC Rating: A
• Sriram Dorai, Nataraj B and Bharadhwaj Sivakumaran (2021), “Enhancing Relationships in E-Tail: Role of Relationship Quality and Duration”, Journal of Retailing and Consumer Services, Vol. 58, 102293. ABDC Rating: A
• Kirubaharan Boobalan, Geetha Sulur Nachimuthu and Bharadhwaj Sivakumaran (2021), “Understanding the Psychological Benefits in Organic Consumerism: An Empirical Investigation”, Food Quality and Preference, Vol. 87, pp. 104070. ABDC Rating: A
• Sujatha Manohar, Varisha Rehman and Bharadhwaj Sivakumaran (2021), “Role of Unfamiliarity and Information on Consumers’ Willingness to Try New Healthy Foods”, Food Quality and Preference, Vol. 87, pp. 104037. ABDC Rating: A
• Shameem Shagirbasha and Bharadhwaj Sivakumaran (2021), “Cognitive Appraisal, Emotional Labour and Organizational Citizenship Behavior: Evidence from Hotel Industry”, Journal of Hospitality and Tourism Management. ABDC rating; A.
• Harindranath RM, Bharadhwaj Sivakumaran and Jayanth Jacob, (2019), "The Moderating Role of Sales Experience in Adaptive Selling, Customer Orientation and Job Satisfaction in a Unionized Setting", Journal of Business and Industrial Marketing, Vol. 34(8), pp. 1724-1735. ABDC Rating: A
• Angeline Fernando, Bharadhwaj Sivakumaran and L Suganthi (2018), “Comparison of Perceived Acquisition Value Sought by Online Second Hand and New Goods Shoppers”, European Journal of Marketing, Vol. 52 (7/8), pp. 1412-1438. ABDC Rating: A*
• Arti Kalro, Bharadhwaj Sivakumaran and Rahul Marathe (2017), “The Ad Format-Strategy Effect on Comparative Advertising Effectiveness”, European Journal of Marketing, Vol. 51 (1), pp. 99-122. ABDC Rating: A*
• Angeline Fernando, L Suganthi and Bharadhwaj Sivakumaran (2014), “If you Blog Will They Follow? Using Online Media to Set the Agenda for Consumer Concerns on “Greenwashed” Environmental Claims”, Journal of Advertising, Vol. 43 (2), pp. 167-180. ABDC Rating: A
• Piyush Sharma, Bharadhwaj Sivakumaran and Roger Marsall (2014), “Exploring Impulse Buying in Services: Towards an Integrative Framework”, Journal of the Academy of Marketing Science, Vol. 42 (2), pp. 154-170. ABDC Rating: FT50 and A*
• Piyush Sharma, Bharadhwaj Sivakumaran and Roger Marshall (2014), “Looking Beyond Impulse Buying: A Cross-cultural and Multi-domain Investigation of Consumer Impulsiveness", European Journal of Marketing, Vol. 48 (5/6), pp. 1159-1179. ABDC Rating: A*
• Arti Kalro, Bharadhwaj Sivakumaran and Rahul Marathe (2013), "Direct or Indirect Comparative Ads: The Role of Modes of Information Processing", Journal of Consumer Behaviour, Vol.12 (2), pp. 133-147 (in special issue on "Challenges to Attitude and Behaviour Change through Persuasion"). ABDC Rating: A
• Geetha Mohan, Bharadhwaj Sivakumaran and Piyush Sharma (2013), “The Impact of Store Environment on Impulse Buying”, European Journal of Marketing, Vol. 47 (10), pp. 1711-1732. ABDC Rating: A*
• Geetha Mohan, Bharadhwaj Sivakumaran and Piyush Sharma (2012), “Store Environment’s Impact on Variety Seeking”, Journal of Retailing and Consumer Services, Vol. 19 (4), pp. 419-428. ABDC Rating: A
• Sharma, P., Sivakumaran, B., & Marshall, R. (2010), Journal of Business Research, “Impulse Buying and Variety Seeking: A Trait-Correlates Perspective”, 63(3), pp. 276-283. ABDC Rating: A
• Sharma, Piyush, Bharadhwaj Sivakumaran and Roger Marshall, “(2010). Exploring Impulse Buying and Variety Seeking by Retail Shoppers: Towards a Common Conceptual Framework, Journal of Marketing Management, Vol. 26 (5/6), pp. 473-494. ABDC Rating: A

Books and Books chapters

Refereed International Book Chapter

Bharadhwaj Sivakumaran and RM Harindranath (2021), “Influence of Indian Culture on Advertising in India”, in the Handbook of Indian Management, by Springer Nature, Switzerland AG Cham.

Bharadhwaj Sivakumaran and Piyush Sharma, Store Environment and Impulse Buying Behaviour: A Super Market Perspective (2015), in the book published by Springer Publications, “Marketing, Technology and Consumer Commitment in the New Economy”.

Sharma Piyush, Chung Mann Yien Cindy, M. Krishna Erramilli and Bharadhwaj Sivakumaran (2007) Challenges of Marketing to Asian Consumers: Exploring the Influence of Different Cultures, Life-styles and Values on Consumer Behavior in Asia, Handbook of Research on Asian Business, Edited by Yeung, Henry Wai-chung. Edward Elgar, Cheltenham, UK.

Refereed National Book Chapter

Joshy Joseph and Bharadhwaj Sivakumaran, 2007, Impact of Promotions on Brand Equity: Beyond the Obvious, in Marketing in the New Global Order: Challenges & Opportunities (Ch. No. 22 Pg. 257-267) Excel Books, New Delhi.

Invited speech/Panel discussions

Bharadhwaj has given invited research seminars/talks at ISB, IIMC, IIMI, TAPMI and other reputed schools.

Awards and Recognitions

• Best Reviewer Award, 2013, Journal of Indian Business Research (Emerald Group of Publications)
• Emerald All India Management Association (AIMA) Indian Management Research Fund Award 2009, with Arti Kalro and Piyush Sharma
• AMA-Sheth Doctoral Consortium Fellow, University of Maryland, 2001
• Deans' Summer Research Fellowship Award, University of Maryland, Summer 2000
• Deans' Summer Research Fellowship Award, University of Maryland, Summer 1999
• First Prize, Case Study Writing Competition, Association of Indian Management Schools, August 1997