Research
Brand Equity and Brand Trust
Product Recalls
Streaming Services and Piracy
Education
PhD, University of North Carolina
MS, University of North Carolina
BS, University of Tehran
Biography
Koushyar Rajavi joined Scheller College of Business in 2018. He received his PhD in Marketing from Kenan-Flagler Business School, University of North Carolina. He also holds an MS in Marketing from University of North Carolina and a BS in Information Technology Engineering from University of Tehran.
Dr. Rajavi's research primarily deals with branding topics such as brand equity and brand trust. In his research he examines the impact of marketing mix instruments on brand trust and brand equity, and the heterogeneity in such relationships across different product categories and countries. He also studies product recalls and the marketing activities that can be used to mitigate the negative consequences of such crises.
Dr. Rajavi teaches Management Analytics at the graduate level.
| Published Papers |
Shijie Lu, Koushyar Rajavi, and Isaac Dinner (forthcoming), "The Effect of Over-the-Top Media Services on Piracy Search: Evidence from a Natural Experiment," Marketing Science.
Koushyar Rajavi, Tarun Kushwaha, and Jan-Benedict E.M. Steenkamp (2019), “In Brands We Trust? A Multi-Country, Multi-Category Study into the Role of Marketing Mix Activities as Drivers of Brand Trust in Consumer Packaged Goods Industry”, Journal of Consumer Research, 46 (4), 651-670.
Kalaignanam, Kartik, Tarun Kushwaha, and Koushyar Rajavi (2018), “How Does Web Personalization Create Value for Online Retailers? Lower Cash Flow Volatility or Enhanced Cash Flows”, Journal of Retailing, 94 (3), 265-279.
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