Research and Education

Research Projects

The Center for Branding at the University of Pittsburgh's Joseph M. Katz Graduate School of Business is committed to creating research in branding and digital marketing that has a significant impact on the field. 

One goal of the center is to partner with other departments and disciplines outside of business, including healthcare, from within the University and within other universities. External collaborations can foster research and develop inter-disciplinary grants.

Recent Media Mentions

"Instagram and Tinder Go Back to School with Features Just for College Kids."
CNN Money, August 27, 2018, August 28, 2018
CBS Detroit, August 28, 2018
Expansión, August 29, 2018

"Kylie Jenner Is on Track to Become the Youngest Self-Made Billionaire. Ever."
Chicago Tribune, July 14, 2018
Bay City Observer, August 21, 2018
Independent Online, August 29, 2018

"Making Financial Decisions: The Endowment Effect."
MD Magazine, March 22, 2018

Honors, Awards, and Announcements

  • Interview with Vanitha Swaminathan, President of AMA Academic Council
  • Katz and Center for Branding PhD student Christian Hughes wins Answers in Action Grant:
  • Christian Hughes and Vanitha Swaminathan received the Best Paper in Theme award at the Winter 2018 AMA Conference in New Orleans for “Communicating in a Melting Pot: How Audience Diversity Impacts Word of Mouth Valence.”
  • Fulbright Scholarship recipient Rabia Baye will spend the academic year at Katz School of Business researching brand boycotts.

Recent Publications

  • Keller, Kevin Lane and Vanitha Swaminathan (2019) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Edition, Pearson Education. Forthcoming.
  • Swaminathan, Vanitha and Suyun Mah (2016), “What 100,000 Tweets About the Volkswagen Scandal Tell Us About Angry Customers,” Harvard Business Review, October 2016.
  • Swaminathan, Vanitha (2016), “Branding in the Digital Era: New Directions for Research on Customer-Based Brand Equity,” AMS Review, 6, 33-38.
  • Cade, N. L. (2016), "Corporate social media: how two-way disclosure channels influence investors."
  • Dunn, B. K., Ramasubbu, N., Lowry, P. B., and Galletta, D. F., "Time versus Territory: Online Information Foraging and Its Implications for User Brand Engagement," Working Paper, 2016.
  • Kubat, Umut and Vanitha Swaminathan (2015), “Crossing the Cultural Divide through Bilingual Advertising: The Moderating Role of Brand Cultural Symbolism,” International Journal of Research in Marketing, 32 (4), 354–362.
  • Swaminathan, Vanitha, Zeynep Gürhan-Canli, Umut Kubat and Ceren Hayran  (2015), “How, When, and Why Do Attribute-Complementary versus Attribute-Similar Cobrands Affect Brand Evaluations: A Concept Combination Perspective,” Journal of Consumer Research, 42 (1), 45-58.
  • Newmeyer, Casey E., R. Venkatesh, and Rabikar Chatterjee (2014), "Cobranding arrangements and partner selection: a conceptual framework and managerial guidelines," Journal of the Academy of Marketing Science 42:2, 103-118.

Grant Proposals

The Center for Branding looks forward to the opportunity to collaborate with others on interdisciplinary projects. Two grant applications have been developed for funding from the National Institute of Health. These projects involve collaborations with the University of Pittsburgh Medical Center (UPMC) and Carnegie Mellon University's Computer Science Department. Additionally, grant funding was secured from the Marketing Science Institute for a research project.