Ramakrishnaiah Bezawada

Journal Articles

Kumar, A., Salo, J., & Bezawada, R. (2024). The effects of buy now, pay later (BNPL) on customers’ online purchase behavior. Journal of Retailing, 100(4). 602-617.

Sridhar, K., & Bezawada, R. (2024). Investigating the Impact of Expert Ratings on Product Demand. Marketing Science, In Progress.

Kumar, A., Sridhar, K., & Bezawada, R. (2022). Investigation of Cross Media Effects in Multichannel Shopping: Roles of Email, Catalog, Television and Radio. Marketing Letters, 33(2). 189-201.

Kumar, A., Sridhar, K., & Bezawada, R. (2021). Investigating the Role of Semantic and Syntactic Elements in Online Marketing Communications on Offline Customer Spending: A Case Study in Email Marketing. Journal of Interactive Marketing/Elsevier,

Kumar, A., Bezawada, R., & Trivedi, M. (2018). The Effects of Multichannel Shopping on Customer Spending, Customer Loyalty, and Customer Profitability. Journal of the Association of Consumer Research, 33. 294-311.

Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. (2016). From Social to Sale: The Effect of Firm-Generated Content in Social Media on Customer Behavior. Journal of Marketing, 80(1). 7-25.

Hariharan, V. G., Bezawada, R., & Talukdar, D. (2015). Aggregate Impacts of Different Brand Development Strategies. Management Science, 61(5). 1164-1182.

Winterich, K., Barone, M., Carter, R., Janakiraman, R., & Bezawada, R. (2015). How Gender, Age and Residence Segments Vary in Choice of a Discount vs. a Donation-based Promotion. Journal of Consumer Psychology, 25(4). 622-634.

Bezawada, R., & Pauwels, K. (2013). What is Special about Marketing Organic Products? How Organic Assortment, Price and Promotions Drive Retailer Performance. Journal of Marketing, 77(1). 31-51.

Pickering, G., Jain, A. K., & Bezawada, R. (2013). Super-tasting Gastronomes? Taste Phenotype Characterization of Foodies and Wine Experts. Food Quality and Preference, 28(1). 85-91.

Rishika, R., Kumar, A., Janakiraman, R., & Bezawada, R. (2013). The Effect of Customer Social Media Participation on Customer Visit Frequency and Profitability. Information Systems Research, 24(1). 108-127.

Akcura, T., Bezawada, R., & Kalra, A. (2012). The Strategic Role of Private Labels on Retail Competition. Bogaziçi Journal of Economics & Administrative Sciences, 26(1). 1-15.

Hariharan, V. G., Bezawada, R., & Talukdar, D. (2012). Trial, Repeat Purchase and Spillover Effects of Cobranded Extensions. Journal of Product & Brand Management/Emerald, 21(2). 76-88.

Sridhar, K., Bezawada, R., & Trivedi, M. (2012). Investigating the Drivers of Consumer Cross Category Learning for New Products Using Multiple Data Sets. Marketing Science, 31(4). 668-688.

Kumar, A., Trivedi, M., Bezawada, R., & Sridhar, K. (2012). A Comparative Analysis of Differential Consumer Response across Supermarket and Specialty Stores. Journal of Retailing and Consumer Services, 19(6). 561-569.

Wang, D., Bezawada, R., & Tsai, J. (2010). An Investigation of Consumer Brand Choice Behavior Across Different Retail Formats. Journal of Marketing Channels/Taylor and Francis, 17(3). 219-242.

Bezawada, R., Subramanian, B., Shankar, V., & Kannan, P. (2008). Cross-Category Effects of Aisle and Display Placements: A Spatial Modeling Approach and Insights. Journal of Marketing/AMA, 73(3). 99-117.

Book Chapters

Kumar, A., & Bezawada, R. (2014). Effects of Consumers’ Social Media Participation on Consumer Behavior: A Marketing Perspective. In Ayanso, A., & Lertwachara, K. (Eds.), Harnessing the Power of Social Media and Web Analytics (p. 16). Hersey, PA,USA. IGI Global.

Presentations

Bezawada, R., Sridhar, K., & Kumar, A. (2026, May 12). Tackling Abandoned Cart Recovery as a Classification Problem: A Machine Learning Approach. TPM Conference 2024. Austin, Texas: Theory and Practice in Marketing.

Bezawada, R., Sridhar, K., Kumar, A., & Salo, J. (2026, June 12). Tackling Cold Feet: Targeting Abandoned Carts for Minor, Major and Full Cart Recoveries. TPM Conference. Switzerland: Theory and Practice in Marketing.

Sridhar, K., Bezawada, R., & Kumar, A. (2020, June 12). Antecedents and Consequences Of Cart Abandonment. Informs Marketing Science Conference 2020. online: INFORMS.

Sridhar, K., Bezawada, R., & Kumar, A. (2019, June 21). Disentangling the impact of Expert Product Ratings to inform Market Strategies. Informs Marketing Science Conference 2019. Rome, Italy: INFORMS.

Sridhar, K., Bezawada, R., & Kumar, A. (2019, February 22). Disentangling the impact of Expert Product Ratings to inform Market Strategies. AMA Winter Academic Conference 2019. Austin, Texas: AMA.

Research Currently in Progess

Sridhar, K., & Bezawada, R.(n.d.). A Category Management Model of Dynamic Retailer Decisions: A Multi-factor Approach for Efficient Category Management Decision Making. In Progress.

Kumar, A., Bezawada, R., Venkatesan, S., & Sharman, R.(n.d.). Do Patients Provide Quality Advice in Online Health Social Networks? An Analysis of Threads at a Patient Portal. In Progress.

Bezawada, R.(n.d.). The Effects of Store Relocation on Consumer Choice. In Progress.

Sridhar, K., & Bezawada, R.(n.d.). The Impact of Ratings on Consumer Choice. In Progress.