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Niraj Dawar

Professor Emeritus, Marketing

Niraj Dawar

Contact Information


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

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

Niraj Dawar's research 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

  • Dawar, N., 2018, "Marketing in the Age of Alexa", Harvard Business Review, May 96(3): 80 - 86.
  • Whelan, J.; Dawar, N., 2016, "Attributions of Blame Following a Product-Harm Crisis Depend on Consumers' Attachment Styles", Marketing Letters, June 27(2): 285 - 294.
  • Bagga, C.; Noseworthy, T. J.; Dawar, N., 2016, "Asymmetric Consequences of Radical Innovations on Category Representations of Competing Brands", Journal of Consumer Psychology, January 26(1): 29 - 39.
  • Dawar, N.; Bagga, C., 2015, "A Better Way to Map Brand Strategy", Harvard Business Review, June 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, January 68(1): 157 - 165.
  • Dawar, N.; Stornelli, J., 2013, "Rebuilding the relationship between manufacturers and retailers", MIT Sloan Management Review, December 54(2): 83 - 90.
  • Dawar, N., 2013, "When Marketing is Strategy", Harvard Business Review, November 91(12): 100 - 105.
  • Lei, J.; Dawar, N.; Gurhan-Canli, Z., 2012, "Base-Rate Information in Consumer Attributions of Product-Harm Crises", Journal of Marketing Research, June 49(3): 336 - 348.
  • Muylle, S.; Dawar, N.; Rangarajan, D., 2012, "B2B Brand Architecture", California Management Review, February 54(2): 58 - 71.
  • Mark, T.; Niraj, R.; Dawar, N., 2012, "Uncovering Customer Profitability Segments for Business Customers", Journal of Business-to-Business Marketing, February 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, March 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, May 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, December 21(3): 203 - 217.
  • Dawar, N.; Vandenbosch, M. B., 2004, "The seller's hidden advantage", MIT Sloan Management Review, December 45(2): 83 - 88.
  • Ramachandran, J.; Khorakiwala, H. F.; Rao, J.; Khera, P.; Dawar, N.; Kalyani, B. N.; Karki, R., 2004, "Indian companies in overseas markets: Perspectives, patterns, and implications", Vikalpa, October 29(4): 93 - 111.

For more publications please see our Research Database

Research/Course Development

  • Brand Strategy
  • Marketing Strategy
  • Strategies for Emerging Markets

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