Concepedia

Srinivas K. Reddy

SK

28

Publications

3.2K

Citations

21

H-Index

1985

Active since

Affiliations

University of Georgia(Current)

Singapore Management University

University of Massachusetts Amherst

New York University

The University of Texas at Dallas

Srinivas K. Reddy is an author at University of Georgia specializing in management, marketing, and business.

Top concepts

ManagementBusinessMarketingConsumer ResearchAdvertisingBrand AwarenessConsumer BehaviorBrand StrategyArtsBranding

Publications per year

1985–2021

28

Publications

28

Symbolic and functional positioning of brands

Subodh Bhat, Srinivas K. Reddy · Journal of Consumer Marketing · 1998 · 640 citations

Brand Strategy, Consumer Research, Brand Loyalty +19

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 · 404 citations · Full text

Customer Satisfaction, Online Customer Behavior, Customer Review +12

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 · Full text

The Impact of Brand Extension Introduction on Choice

Vanitha Swaminathan, Richard J. Fox, Srinivas K. Reddy · Journal of Marketing · 2001 · 285 citations

Consumer Uncertainty, Consumer Study, Brand Strategy +16

Augmented Reality in Retail and Its Impact on Sales

Yong-Chin Tan, Sandeep R. Chandukala, Srinivas K. Reddy · Journal of Marketing · 2021 · 282 citations

Consumer Uncertainty, Engineering, Digital Marketing +23

Rows per page

1–5 of 28