Bharat Sud

Assistant Professor College of Business and Economics Department of Marketing & Consumer Studies Guelph, Ontario bsud@uoguelph.ca Office: (519) 824-4120 ext. 52975

Bio/Research

My research interests are in the areas of long-term effects of marketing strategy on brand performance and cross-category effects of marketing strategy. I am currently working on four projects in these areas. Manuscripts are in progress for three of these projects (one of these has been attached ...

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Bio/Research

My research interests are in the areas of long-term effects of marketing strategy on brand performance and cross-category effects of marketing strategy. I am currently working on four projects in these areas. Manuscripts are in progress for three of these projects (one of these has been attached with my application) and we are collecting data for the fourth project. While recent research has examined the impact of different advertising message cues on brand performance, I look at the strategic aspect of managing advertising content, the impact of strategies on brand sales and how the impact changes over time. I prescribe specific strategies for different stages of the product’s life cycle. I am currently preparing the manuscript (based on my dissertation) for submission to the Journal of Marketing Research.

In my second project, my co-authors and I study the effects of actual quality and quality claimed in the brand’s advertising on brand sales. We find that cumulative, but not contemporaneous, actual and claimed quality increase brand sales. Thus, managers should have a long-term orientation towards both claimed and actual quality. This finding may explain why domestic automobile manufacturers, despite having equal or better current levels of quality than import manufacturers, still trail in quality perceptions and sales. Another interesting finding from this paper is that the impacts of marketing mix variables like price, advertising content, advertising spending, and distribution are different for domestic versus import automobile makers. The third project I am working on examines the impact of a sales training program (specifically an online training program) on salesperson performance. We find that salespeople that adopt the online training, use it each month, and the amount of training they avail all have a positive impact on their sales performance. In contrast, salespeople that do not adopt face decling sales. Also, the increased performance of the adopters has a feedback effect on their willingness to use, and amount of time they devote to, the system. This manuscript is under preparation for submission to the Journal of Marketing Research. The fourth project I am currently working on examines the effects of presence (incumbency), position (market share), and strategy (advertising and price) of a firm in one product category on the sales of the firm’s brand(s) in a related category. At present, we are collecting data for this project. Building on the umbrella branding, shopping basket, and brand extensions literature, we study different brands of the same firm in two related product categories (minivans and Sports Utility Vehicles). We argue that there are synergies due to presence and strategies across related categories and firms should coordinate and optimize their strategies for related product categories even when using different brands.


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Media Relations

Lori Bona Hunt
l.hunt@exec.uoguelph.ca
519-824-4120 ext. 53338