Subramanian Balachander

The Making of a “Hot Product”: A Signaling Explanation of Marketers’ Scarcity Strategy

Axel Stock, Subramanian Balachander · Management Science · 2005 · 239 citations

Scarcity Strategies, Consumer Uncertainty, Game Theory +20

Monitoring the Dynamics of Brand Equity Using Store-Level Data

S. Sriram, Subramanian Balachander, Manohar U. Kalwani · Journal of Marketing · 2007 · 189 citations

Marketing, Advertising, Brand Manager +12

The Effects of Products’ Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency

Yan Liu, Krista J. Li, Haipeng Chen et al. · Journal of Marketing · 2016 · 152 citations

Segment Prototypicality, Consumer Uncertainty, Consumer Research +22

Warranty Signalling and Reputation

Subramanian Balachander · Management Science · 2001 · 144 citations

Customer Satisfaction, Empirical Phenomenon, Warranty Signalling +14

Limited Edition Products: When and When Not to Offer Them

Subramanian Balachander, Axel Stock · Marketing Science · 2008 · 137 citations

Electronic Marketplace, Economics, Le Product +13