Research

In terms of substantive topics, I focus on empirically-driven, managerially-oriented research primarily on marketing strategies related to national brands, store brands/private labels, promotions, brand equity, as well as other strategies as needed.

In terms of research methods, I mainly use meta-analysis, economic/game-theory models, empirical/econometric models, or other methods as needed.

I have published 50 research articles as of January 2026. These articles are listed below in descending order from newest to oldest. You can access the articles for personal use by clicking on the title.

#	Year	Journal/Article

50	2026	Keller, Kristopher and Raj Sethuraman, “Promotion Elasticities of National and Store Brands: The Effect of Price Level and Brand Type on Promotional Elasticity,” Journal of Retailing, Forthcoming.
49	2026	Lim, Weng Marc, Raj Sethuraman, Dipak Jain, Li Huang, Prerit Souda, and Ajay Manrai, “Global Marketing Research: Gains, Gaps, and Guardrails,” Journal of Global Marketing, Forthcoming.
48	2025	Kathuria, Sakshi, Ajay Manrai, and Raj Sethuraman, “JGM Synopsis: Aims, Scope, Impact, and Other Highlights,” Advances in National Brand and Private Label Marketing, Springer Proceedings in Business and Economics, 113–116.
47	2025	Sethuraman, Raj, “Crowning the Queen or King of Citation! Identifying the Most-Cited Authors and Publications in Marketing, Social Science Research Network (SSRN) Working Paper
46	2025	Weng, Marc Lim, Raj Sethuraman, Sakshi Kathuria, and Ajay Manrai, “Guidelines for data collection and analysis: Considerations for informed marketing in a globalized world, Journal of Global Marketing, 38(2), 103-112.
45	2025	Sethuraman, Raj, “Non-Reasoned Choice: A New Way of Conceptualizing and Strategizing about an Old Global Consumer Behavior,” Journal of Global Marketing, 38(2), 1-18.
44	2024	Sethuraman, Raj, “Decoding insights: A Structured Approach to Applied Research,” Research Features, issue 154, pp. 54-57.
43	2022	Sethuraman, Raj, Juan Carlos Gázquez-Abad, Francisco J. Martínez-López, "The Effect of Retail Assortment Size on Perceptions, Choice, and Sales: Review and Research Directions," Journal of Retailing,98(1),24-25.
42	2021	Grewal, Dhruv, Dinesh K. Gauri, Anne L. Roggeveen, and Raj Sethuraman, “Strategizing Retailing in the New Technology Era,” Journal of Retailing, 97 (1), 6-12
41	2021	Gázquez-Abad, Juan Carlos, Francisco J. Martínez-López, and Raj Sethuraman, “What Factors Moderate the Effect of Assortment Reduction on Store Switching? Insights and Implications for Grocery Brands,” Journal of Business Research, 133, 98-115
40	2021	Gielens, Katrijn, Raj Sethuraman et al., “The Future of Private Labels: Towards a Smart Private Label Strategy,” Journal of Retailing, 97 (1), 99-115
39	2020	Roggeveen, Anne and Raj Sethuraman, “Customer-Interfacing Retail Technologies in 2020 & Beyond: An Integrative Framework and Research Directions,” Journal of Retailing, 96 (3),299-309.
38	2020	Roggeveen, Anne and Raj Sethuraman, “How the COVID-19 Pandemic May Change the World of Retailing,” Journal of Retailing, 96 (2), 169-171
37	2018	Roggeveen, Anne and Raj Sethuraman, “Understanding the JR Heritage, Publishing in JR, and the Evolving Retail Field,” Journal of Retailing, 94 (1), 1-4.
36	2018	Sethuraman, Raj, “Consumer Preference Distributions and Corresponding Store Brand Strategies: A Compilation,” Chapter 8 in Handbook of Research on Retailing. K. Gielens and E. Gijsbrechts, eds. Edward-Elgar Publishing, August
35	2016	Saran, Rashmita, Subhadip Roy, and Raj Sethuraman, “Personality and fashion consumption: a conceptual framework in the Indian context", Journal of Fashion Marketing and Management, 20 (2), 157 – 176.
34	2016	Roy, Subhadip, Raj Sethuraman, and Rashmita Saran, “The Effect of Demographic and Personality Characteristics on Fashion Shopping Proneness: A Study of the Indian Market," International Journal of Retail & Distribution Management, 44 (4), 426-447
33	2015	Voleti, Sudhir and Raj Sethuraman, “Are National Brands more Promotion Elastic than Store Brands?” Advances in National Brand and Private Label Marketing, Second International Conference Proceedings, Springer, Germany, June (pp. 63-70)
32	2015	Sethuraman, Raj, “Empirical Generalizations on Advertising and Private Labels,” contributions in Empirical Generalizations about Marketing Impact (2nd ed.), Marketing Science Institute, Boston, MA
31	2014	Sethuraman, Raj and Katrijn Gielens, “Determinants of Store Brand Share,” Journal of Retailing, 90 (June), 141-153
30	2013	Sethuraman, Raj and Jagmohan Raju, "The Competition between National Brands and Store Brands: Models, Insights, Implications, and Future Research Directions," Foundations and Trends® in Marketing 7, no. 1: 1‐108
29	2012	Sethuraman, Raj and Jagmohan Raju, “Private Label Strategies – Myths and Realities,” Handbook of Marketing Strategy, Edward Elgar Publishing Ltd., Glasgow, U.K. (pp. 318-335)
28	2011	Sethuraman, Raj, Gerard Tellis, and Richard Briesch, “How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities,” Journal of Marketing Research, 47 (June) 457-471
27	2009	Sethuraman, Raj, “Assessing the External Validity of Analytical Results from National Brand and Store Brand Competition Models,” Marketing Science, 28 (4), 759-781
26	2008	Sethuraman, Raj, “There is Nothing More Practical than the Practice of Theory: What Practitioners Think about Theoretical Results on National Brand – Store Brand Competition,” Marketing Science Institute Special Report No. 08-209 (November)
25	2006	Sethuraman, Raj, “Private Label Marketing Strategies in Packaged Goods; Management Beliefs and Research Insights,” Marketing Science Institute Working Paper No. 06-108 (June)
24	2005	Sethuraman, Raj and A. Parasuraman, “Succeeding in the Big Middle Through Technology,” Journal of Retailing, 81(2), 107-111
23	2005	Fox, Edward J. and Raj Sethuraman, “Retail Competition,” invited book chapter in Retailing in the 21st Century, Springer, Heidelberg: Germany, pp. 193-210
22	2005	Sethuraman, Raj, Roger Kerin, and William Cron, “A Field Study Comparing Online and Offline Data Collection Methods for Identifying Product Attribute Preferences Using Conjoint Analysis,” Journal of Business Research, 58 (May), 602-610.
21	2004	Sethuraman, Raj, “Positioning Store Brands against National Brands: Get Close or Keep a Distance?” SMU-Cox School of Business Working Paper
20	2003	Sethuraman, Raj, “Measuring National Brands’ Equity over Store Brands,” Review of Marketing Science, 1 (2), 1-26
19	2002	Sethuraman, Raj and Gerard Tellis, “Does Manufacturer Advertising Suppress or Stimulate Retail Price Promotion? Analytical Model and Empirical Analysis,” Journal of Retailing, 78 (4), 253-263
18	2002	Sethuraman, Raj, V. Srinivasan, and Doyle Kim, Sethuraman, Raj and V. Srinivasan, “The Asymmetric Share Effect: An Empirical Generalization on Cross-Price Effects,” Journal of Marketing Research, 39 (August), 379-386
17	2000	Sethuraman, Raj, “What Makes Consumers Pay More for National Brands than for Store brands: Image or Quality?” Marketing Science Institute Working Paper No. 00-110 (November)
16	1999	Sethuraman, Raj, V. Srinivasan, and Doyle Kim, “Asymmetric and Neighborhood Cross-Price Effects: Some Empirical Generalizations,” Marketing Science, 18 (1), 23-41
15	1999	Sethuraman, Raj and Catherine Cole, "Factors Influencing the Price Premiums that Consumers Pay for National Brands over Store Brands?” Journal of Product and Brand Management, 8 (4), 340-351
14	1999	Kerin, Roger and Raj Sethuraman, “Revisiting Marketing’s Lawlike Generalizations: A Comment,” Journal of the Academy of Marketing Science, 27 (Winter), 101-104
13	1998	Kerin, Roger and Raj Sethuraman, “Exploring the Brand Value – Shareholder Value Nexus for Consumer Goods Companies,” Journal of the Academy of Marketing Science, 26 (Fall), 260-273
12	1997	Sethuraman, Raj and Catherine Cole, "Why Do Consumers Pay More for National Brands over Store Brands? Marketing Science Institute Working Paper No. 97-127 (December)
11	1996	Sethuraman, Raj, "A Model of How Discounting High-Priced Brands Affects the Sales of Low-Priced Brands," Journal of Marketing Research, 33 (November), 399-409
10	1995	Sethuraman, Raj, “A Meta-Analysis of National Brand and Store Brand Cross-Promotional Price Elasticities,” Marketing Letters, 6 (4), 275-286
9	1995	Raju, Jagmohan, Raj Sethuraman, and Sanjay Dhar, "The Introduction and Performance of Store Brands," Management Science, 41 (June), 957-978
8	1995	Raju, Jagmohan, Raj Sethuraman, and Sanjay Dhar, "National Brand – Store Brand Price Differential and Store Brand Market Share," Pricing Strategy & Practice: An International Journal, 3 (2), 17-24
7	1995	Sethuraman, Raj, "National Brand and Store Brand Price Competition: Who Hurts Whom?" Marketing Science Institute Technical Working Paper No. 95-105
6	1994	Sethuraman, Raj, Cathy Cole and Dipak Jain, "Analyzing the Effect of Information Format and Task on Cutoff Search Strategies," Journal of Consumer Psychology, 3 (2), 103-136.
5	1992	Sethuraman, Raj and John Mittelstaedt, "Coupons and Private Labels: A Cross-Category Analysis of Grocery Products," Psychology & Marketing, 9 (6), 487-500
4	1992	Sethuraman, Raj, "The Effect of Marketplace Factors on Private Label Penetration in Grocery Products," Marketing Science Institute Working Paper No. 92-128.
3	1991	Sethuraman, Raj and Gerard J. Tellis, "An Analysis of the Tradeoff Between Advertising and Price Discounting," Journal of Marketing Research, 28 (May), 160-174
2	1991	Sethuraman, Raj, “Analysis of National Brand – Store Brand Competition,” Working Paper, University of Iowa, Iowa City, IA
1	1988	Sethuraman, Raj, James C. Anderson, and James A. Narus, "Partnership Advantage and its Determinants in a Distributor and Manufacturer Working Relationships," Journal of Business Research, 17 (4), 327-347