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Niraj Dawar

Professor, Marketing

Contact Information

Recent Blogs

Thursday, November 28, 2013
Mind over Marketing

Sunday, November 17, 2013
Why Brands are Crucial to Innovation

Saturday, November 16, 2013
Marketing TILT



  • Brand Strategy
  • Emerging Market Firms
  • Consumer Marketing
  • Globalization
  • Marketing
  • Private Labels

Faculty Focus

Impact Article

Research Publications

  • To search for publications by a specific faculty member, select the database and then select the name from the Author drop down menu.

Niraj Dawar is a Professor in marketing at the Ivey Business School. He earned his PhD from Pennsylvania State University.

Niraj Dawar's research currently focuses on brand equity and brand management issues. His published papers on brand extensions, consumers use of brand and other signals as well as international consumer behaviour have appeared in the Journal of Marketing, Journal of Marketing Research, Harvard Business Review, Journal of Consumer Psychology, Marketing Letters, Journal of Business Research, the Journal of International Business Studies, and other outlets.

Niraj Dawar teaches PhD, MBA and undergraduate courses in marketing management and brand management, as well as in Executive Education programs. Prior to joining the Ivey Business School, he was Associate Professor of Marketing at INSEAD, France. He was also visiting scholar at the Hong Kong University of Science and Technology during the fall of 1994 and 1995. During the Spring of 2000, he was the William Davidson Visiting Research Professor at the University of Michigan Business School. During the 2005-2006 academic year, he was Visiting Professor at INSEAD's Asia campus in Singapore.


  • Marketing


  • PhD, Penn State
  • BCom, India
  • PGDBM, India

Recent Refereed Articles

  • Whelan, J, Dawar, N, 2016, "Attributions of Blame Following a Product-Harm Crisis Depend on Consumers' Attachment Styles", Marketing Letters 27(2): 285 - 294.
  • Bagga, C, Noseworthy, TJ, Dawar, N, 2016, "Asymmetric Consequences of Radical Innovations on Category Representations of Competing Brands", Journal of Consumer Psychology 26(1): 29 - 39.
  • Dawar, N, Bagga, C, 2015, "A Better Way to Map Brand Strategy", Harvard Business Review 93(6): 90 - 97.
  • Goedertier, F, Dawar, N, Geuens, M, Weijters, B, 2015, "Brand Typicality and Distant Novel Extension Acceptance: How Risk-Reduction Counters Low Category Fit", Journal of Business Research 68(1): 157 - 165.
  • Dawar, N, 2013, "When Marketing is Strategy", Harvard Business Review 91(12): 100 - 105.
  • Dawar, N, Stornelli, J, 2012, "Rebuilding the Relationship Between Manufacturers and Retailers", Sloan Management Review (MIT) 54(2): 83 - 90.
  • Lei, J, Dawar, N, Gurhan-Canli, Z, 2012, "Base-Rate Information in Consumer Attributions of Product-Harm Crises", Journal of Marketing Research 49(3): 336 - 348.
  • Muylle, S, Dawar, N, Rangarajan, D, 2012, "B2B Brand Architecture", California Management Review 54(2): 58 - 71.
  • Mark, T, Niraj, R, Dawar, N, 2012, "Uncovering Customer Profitability Segments for Business Customers", Journal of Business-to-Business Marketing 19(1): 1 - 32.
  • Dawar, N, Lei, J, 2009, "Brand Crises: The Roles of Brand Familiarity and Crisis Relevance in Determining the Impact on Brand Evaluations", Journal of Business Research 62(4): 509 - 516.
  • Lei, J, Dawar, N, Lemmink, J, 2008, "Negative Spillover in Brand Portfolios: Exploring the Antecedents of Asymmetric Effects", Journal of Marketing 72(3): 111 - 123.
  • Klein, J, Dawar, N, 2004, "Corporate Social Responsibility and Consumers' Attributions and Brand Evaluations in a Product-Harm Crisis", International Journal of Research in Marketing 21(3): 203 - 217.
  • Dawar, N, 2004, "What Are Brands Good For? The Role of Brands in Disaggregate Marketing", Sloan Management Review (MIT) 46(1): 31 - 37.
  • Dawar, N, Vandenbosch, MB, 2004, , Sloan Management Review (MIT) 45(2): 83 - 88.
  • Dawar, N, Price, L, 2002, "The Joint Effects of Brands and Warranties in Signaling New Product Quality", Journal of Economic Psychology 23(2): 165 - 190.

For more publications please see our Research Database

Research/Course Development

  • Brand Strategy
  • Marketing Strategy
  • Strategies for Emerging Markets