Srinivas K. Reddy

Symbolic and functional positioning of brands

Subodh Bhat, Srinivas K. Reddy · Journal of Consumer Marketing · 1998 · 648 citations · Full text

Business, Marketing, Marketing Management +14

Ratings lead you to the product, reviews help you clinch it? The mediating role of online review sentiments on product sales

Nan Hu, Noi Sian Koh, Srinivas K. Reddy · Decision Support Systems · 2013 · 407 citations

Business, Marketing, Marketing Management +14

To Extend or Not to Extend: Success Determinants of Line Extensions

Srinivas K. Reddy, Susan L. Holak, Subodh Bhat · Journal of Marketing Research · 1994 · 316 citations

Business, Marketing, Marketing Management +16

Augmented Reality in Retail and Its Impact on Sales

Yong-Chin Tan, Sandeep R. Chandukala, Srinivas K. Reddy · Journal of Marketing · 2021 · 298 citations

Business, Marketing, Marketing Management +13

The Impact of Brand Extension Introduction on Choice

Vanitha Swaminathan, Richard J. Fox, Srinivas K. Reddy · Journal of Marketing · 2001 · 287 citations

Business, Marketing, Marketing Management +13