Selected Publications

• Lei, Jing, Niraj Dawar, and Zeynep Gurhan-Canli, (forthcoming) "Base-Rate Information in Consumer Attributions of Product-Harm Crises," Journal of Marketing Research, June.
• Muylle, Steve, Niraj Dawar, Deva Rangarajan, (2012) "B2B Brand Architecture," California Management Review, Winter, Vol. 54(2), 58-71.
• Niraj, Rakesh, Tanya Mark and Niraj Dawar (2012) "Uncovering Customer Profitability Segments for Business Customers," Journal of Business to Business Marketing, Vol. 19(1), 1-32.
• Dawar, Niraj and Jill Lei (2009), "Brand crises: The roles of brand familiarity and crisis relevance in determining the impact on brand evaluations," Journal of Business Research, Vol. 62(4), 509-516.
• Lei, Jill, Niraj Dawar and Jos Lemmink (2008), "Negative Spillover in Brand Portfolios," Journal of Marketing, Vol. 72(3), 111-123.
• Dawar, Niraj (2004), "What Are Brands Good For?," M.I.T. Sloan Management Review, Fall, Vol. 46(1), 31-37
• Klein, Jill and Niraj Dawar (2004), "Corporate Social Responsibility and Consumers' Attributions and Brand Evaluations in a Product-Harm Crisis," International Journal of Research in Marketing Vol. 21(3), 203-217.
• Dawar, Niraj and Mark Vandenbosch (2004), "The Seller's Hidden Advantage," M.I.T. Sloan Management Review, Vol. 45(2), 83-88.
• Dawar, Niraj and Amitava Chattopadhyay (2002), "Rethinking Marketing Programs for Emerging Markets," Long Range Planning, Vol. 35(5), October, 457-474.
• Vandenbosch, Mark and Niraj Dawar (2002), "Beyond Better Products: Finding, Building and Capturing Value in Customer Interactions," M.I.T. Sloan Management Review, Vol. 43(4), 35-42.
• Price, Lydia and Niraj Dawar (2002) "The Joint Effects of Brands and Warranties on Signalling New Product Quality," Journal of Economic Psychology, vol. 23 (2), 165-190.
• Dawar, Niraj and Madan M. Pillutla (2000) "The Impact of Product-Harm Crises on Brand Equity: The Moderating Role of Consumer Expectations," Journal of Marketing Research, May, 215-226.
• Dawar, Niraj and Tony Frost (1999), "Competing with Giants: Survival Strategies for Emerging Market Companies," Harvard Business Review (March-April), 119-129.
• Dawar, Niraj (1998), "Product-Harm Crises and the Signaling Ability of Brands," International Studies in Management and Organizations,  Vol. 28(3), 109-119. Special issue on Corporate Image and Identity
• Dawar, Niraj and Miklos Sarvary (1997), "The Signaling Impact of Low Introductory Price on Perceived Quality and Product Trial," Marketing Letters, Vol. 8 (3).
• Dawar, Niraj (1996), "Extensions of Broad Brands: The Role of Retrieval in Evaluations of Fit," Journal of Consumer Psychology, Vol. 5 (2), 189-207.
• Dawar, Niraj, Philip Parker and Lydia J. Price (1996) "A Cross-Cultural Study of Interpersonal Information Exchange," Journal of International Business Studies, Vol. 27 (3), 497-516.
• Dawar, Niraj and Philip Parker (1994), "Marketing Universals: The Use of Brand Name, Price, Physical Appearance, and Retailers' Reputation as Signals of Product Quality," Journal of Marketing, Vol. 58, 2, 81-95.
• Dawar, Niraj and Paul F. Anderson (1994), "The Effects of Order and Direction on Multiple Brand Extensions," Journal of Business Research, Vol. 30(2), 119-129.