Home > Bharadhwaj S

Full-time Faculty Bharadhwaj S bwaj@greatlakes.edu.in

Academic Background PhD (Marketing with a Minor in Psychology): University of Maryland, College Park, Maryland, USA (2002). MBA (Marketing): Bharathidasan Institute Of Management , Trichy (1994). BSc (Chemistry): RKM Vivekananda College, Madras, Madras Univ (1992). Research Interests Variety Seeking Behaviour Impulse Buying Behaviour Order of Entry, Cross-Cultural Differences in Consumer Behaviour and Consumer Promotions Courses and Teaching Interests Consumer Behaviour Marketing Research International Marketing Integrated Marketing Communications Marketing Management List of Representative Publications Geetha Mohan, Bharadhwaj Sivakumaran and Piyush Sharma (2012), “The Impact of Store Environment on Impulse Buying”, European Journal of Marketing, forthcoming. Geetha Mohan, Bharadhwaj Sivakumaran and Piyush Sharma (2012), “Store Environment’s Impact on Variety Seeking”, Journal of Retailing and Consumer Services, forthcoming. Joseph, Joshy and Bharadhwaj Sivakumaran (2011), “Consumer Promotions in Indian Markets”, Journal of International Consumer Marketing, Vol. 23 (2), pp. 151-165. Sharma, Piyush, Bharadhwaj Sivakumaran and Roger Marshall, “(2011). Deliberate Self-Indulgence vs. Involuntary Loss of Self-Control: Towards a Robust Cross-Cultural Consumer Impulsiveness Scale, Journal of International Consumer Marketing, Vol. 23 (3/4), pp. 229-245. Kalro, Arti, Bharadhwaj Sivakumaran and Rahul Marathe (2010), “Comparative Advertising in India: A Content Analysis of English Print Advertisements”, Journal of International Consumer Marketing, Vol. 22 (4), pp. 377-394. Satish, S. M. and Bharadhwaj Sivakumaran (2010), IIMB Management Review, “Patterns of External Information Search Behaviour among New Car Buyers: A Two-Step Cluster Analysis”, Vo. 22 (1/2), pp. 5-15. 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. 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.  List of Representative Conference Presentations Impact of Store Image on Impulse Buying in Indian Shoppers, Geetha M, Bharadhwaj Sivakumaran and Piyush Sharma, IIM Lucknow Marketing Conference 2012 Subhash Jha, Bharadhwaj Sivakumaran and Pradeeep Krishnatray, “The Moderating Roles of Need for Touch and Centrality of Visual Product Aesthetics”, Society of Consumer Psychology, 2011, Atlanta. Subhash Jha, Bharadhwaj Sivakumaran and Pradeeep Krishnatray, “Impact of Visual and Tactile Elements on Variety Seeking”, Informs Marketing Science, 2011, Houston. Impact of Context Effects on Brand Equity and Pricing when People are auctioned (The IPL Example) by Ranjit Christopher M, Anirudha Nataraja, Aswath B, Bharadhwaj Sivakumaran(Great Lakes Institute of Management, Chennai), Great Lakes Nasmei Marketing Conference 2010 Impact of Store Environment on Impulse Buying, Geetha M, Bharadhwaj Sivakumaran and Piyush Sharma, Great Lakes Nasmei Marketing Conference 2010 Information processing modes and comparative advertising formats: An empirical investigation by Arti D. Kalro(IIT Madras), Bharadhwaj Sivakumaran(Great Lakes Institute of Management, Chennai), Rahul R. Marathe(IIT Madras), Great Lakes NASMEI Marketing Conference 2010 Second Order Factor Models Vis-à-vis the Schmid Leiman Factor Structure, Geetha M, Bharadhwaj Sivakumaran and Piyush Sharma, Great Lakes Analytics Conference 2010  Work Experience EID Parry India Limited (Ceramics Division), Madras : 1994-1996 (2 Years): Senior Executive (Mktg) Loyola Institute of Business Administration , Loyola College , Madras (1996-1998): 2 Years University of Maryland , College Park : Research Assistant and Lecturer (4 Years During PhD Programme : 1998-2002) Nanyang Technological University (2002-2004, 2 Years): Assistant Professor, Marketing. Department of Management Studies, IIT Madras, Chennai (2004-2009, 4 & ½ years): Assistant Professor, Marketing Awards/Honours 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

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