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Redefining home : how cultural distinctiveness affects the malleability of in-group boundaries and brand preferences

Torelli, Carlos J.; Ahluwalia, Rohini; Cheng, Shirley Y. Y. - In: Journal of consumer research : JCR ; an … 44 (2017) 1, pp. 44-61

Persistent link: https://www.econbiz.de/10011763790

A path to more enduring happiness : take a detour from specific emotional goals

Rodas, Maria A.; Ahluwalia, Rohini; Olson, Nicholas J. - In: Journal of consumer psychology : JCP : the official … 28 (2018) 4, pp. 673-681

Persistent link: https://www.econbiz.de/10011937371

How far can a brand stretch? : understanding the role of self-construal

Ahluwalia, Rohini - In: Journal of marketing research : JMR 45 (2008) 3, pp. 337-350

Persistent link: https://www.econbiz.de/10003724280

Towards understanding the value of a loyal customer : an information-processing perspective

Ahluwalia, Rohini; Unnava, Hanumantha Rao; Burnkrant, … - 1999

Persistent link: https://www.econbiz.de/10001441803

Language Choice in Advertising to Bilinguals : Asymmetric Effects for Multinationals versus Local Firms

Krishna, Aradhna - 2015

We examine the role of language choice in advertising to bilinguals in global markets. Our results reveal the existence of asymmetric language effects for multinational corporations (MNCs) versus local ﬁrms when operating in a foreign domain, such that the choice of advertising language...

Persistent link: https://www.econbiz.de/10013030023

Extending culturally symbolic brands : a blessing or a curse?

Torelli, Carlos J.; Ahluwalia, Rohini - In: Journal of consumer research : JCR ; an … 38 (2011/12) 5, pp. 933-947

Persistent link: https://www.econbiz.de/10009501080

Using differentiated brands to deflect exclusion and protect inclusion : the moderating role of self-esteem on attachment to differentiated brands

Dommer, Sara Loughran; Swaminathan, Vanitha; Ahluwalia, … - In: Journal of consumer research : JCR ; an … 40 (2013/14) 4, pp. 657-675

Persistent link: https://www.econbiz.de/10010226748

Language choice in advertising to bilinguals : asymmetric effects for multinationals versus local firms

Krishna, Aradhna; Ahluwalia, Rohini - In: Journal of consumer research : JCR ; an … 35 (2008/09) 4, pp. 692-705

Persistent link: https://www.econbiz.de/10003806962

Brands and brand management : contemporary research perspectives

Loken, Barbara (contributor); Ahluwalia, Rohini (contributor) - 2010

Persistent link: https://www.econbiz.de/10003885607

When brand personality matters : the moderating role of attachment styles

Swaminathan, Vanitha; Stilley, Karen M.; Ahluwalia, Rohini - In: Journal of consumer research : JCR ; an … 35 (2008/09) 6, pp. 985-1002

Persistent link: https://www.econbiz.de/10003861949