Skip to main content

Srinivasan Swaminathan, PhD



Headshot of Srinivasan Swaminathan


Srinivasan Swaminathan obtained his PhD from the University of Texas at Austin. His research interests are in the areas of Marketing Strategy and Sales Promotions. His research has appeared in the Journal of Marketing Research, Journal of Retailing, Journal of Advertising, Journal of International Business Studies, Journal of Advertising Research and MIT Sloan Management Review. He has made more than forty presentations at national conferences (AMA, ACR, AIB, and AMS) and his papers have won best track paper awards in the AMA and AIB conferences. You can see his research publications at

Areas of Expertise

  • Marketing Strategy
  • Sales Promotions
  • Bottom of the pyramid (BOP) markets
  • Marketing

Selected Works


Chowdhury, Fairuz, and Swaminathan, Srinivasan, The Nexus among Mobile App Quality (M-app-QUAL), Brand Relationship, Brand Advocacy, and Brand Equity in the Retail Industry. Services Marketing Quarterly (Forthcoming).

Chowdhury, Fairuz, and Swaminathan, Srinivasan, Does Reference Group Comparison Impact Compensatory Consumption for Bottom-of-the-pyramid (BOP) Consumers?. Journal of Marketing Theory & Practice (Forthcoming).

Bhatt, Siddharth, Swaminathan, Srinivasan, and Suri, Rajneesh, Restrictively Framed Promotions Hurt Sales. Journal of Promotion Management (Forthcoming).

Li, Chen, Swaminathan, Srinivasan, and Kim, Junhee, The Role of Marketing Channels in Consumers’ Promotional Point Redemption Decisions. Journal of Business Research (Mar 2021).

Kim, Junhee, and Swaminathan, Srinivasan, Time to say goodbye: The impact of anthropomorphism on selling price of used products. Journal of Business Research (Mar 2021).

Kent, Robert, and Swaminathan, Srinivasan, Ad Ratings When a Marketer Runs Two Commercial Messages in One Television Program Episode. Journal of Marketing Communications (Nov 2019).

Yang, Yi, Baburaj, Yamuna, Narayanan, V.K., and Swaminathan, Srinivasan, Team Mental Model Characteristics and Performance in a Simulation Experiment. Management Research Review (Apr 2017).

Anderson, Rolph E., Swaminathan, Srinivasan, and Mehta, Rajiv, How to Drive Customer Satisfaction. MIT Sloan Management Review 54 (Jul 2013).

Swaminathan, Srinivasan, and Kent, Robert, Second by Second Analysis of Advertising Exposure in TV Pods: The Dynamics of Position, Length, and Timing. Journal of Advertising Research 53 (Feb 2013):91-101.

Anderson, Rolph E., and Swaminathan, Srinivasan, Customer Satisfaction and Loyalty in e-Markets: A PLS Path Modeling Approach. Journal of Marketing Theroy and Practice 19 (May 2011):219-233.

Swaminathan, Srinivasan, and Bawa, Kapil, Category-Specific Coupon Proneness: The Impact of Individual Characteristics and Category-Specific Variables. Journal of Retailing 81 (Sep 2005):205-214.

Swaminathan, Srinivasan, and Kumar, V., The Different Faces of Coupon Elasticity. Journal of Retailing 81 (Jun 2005):1-13.

Yim, Hong-kit “., Anderson, Rolph E., and Swaminathan, Srinivasan, Customer Relationship Management: Its Dimensions and Impact on Customer Outcomes. Journal of Personal Selling & Sales Management (Sep 2004).

Anderson, Rolph E., and Swaminathan, Srinivasan, E-Satisfaction and E-Loyalty: A Contingency Framework. Psychology & Marketing 20 (Sep 2003):123-138.

Bawa, Kapil, Colombo, Richard, and Swaminathan, Srinivasan, Measuring Coupon Proneness: Dimensionally and Segmentation. Journal of Retailing and Consumer Services 10 (Jan 2003):27-34.

Swaminathan, Srinivasan, Anderson, Rolph E., and Ponnavolu, Kishore, Customer Loyalty in E-commerce: An Exlporation of its Antecedents and Consequences. Journal of Retailing 78 (Sep 2002):41-50.

Kotabe, Mike, Swaminathan, Srinivasan, and Aulakh, Preet, Multinationality and Firm Performance: The Moderating Role of Marketing and R&D Capabilities. Journal of International Business Studies 33 (Sep 2002):79-97.

Kent, Robert, Lynch, Patrick, and Swaminathan, Srinivasan, The Global Internet Shopper: Effects of Trust, Affect, and Site Quality in Shopping Tasks for Low and High-Touch Products in Tweleve Countries. Journal of Advertising Research 41 (May 2001):15-24.

Bawa, Kapil, Swaminathan, Srinivasan, and Srivastava, Rajendra, Coupon Attractiveness and Coupon Proneness: A Framework for Modeling Coupon Redemption. Journal of Marketing Research 34 (Nov 1997):517-525.

Leone, Robert, and Swaminathan, Srinivasan, Coupon Face Value: Its Impact on Coupon Redemptions, Brand Sales, and Brand Profitability. Journal of Retailing 72 (Sep 1996):273-289.

Leone, Robert, Mulhern, Francis, and Swaminathan, Srinivasan, The Adverstising Exposure Effect of Free Standing Inserts. Journal of Advertising 24 (Sep 1995):29-40.


Swaminathan, Srinivasan, “SWOT analysis.” Encyclopedia of Marketing: Marketing Strategy, London: Wiley International, (Forthcoming) .

Swaminathan, Srinivasan, Anderson, Rolph E., and Ponnavolu, Kishore, “Customer Satisfaction and Loyalty Marketing Scales.” Marketing Scales Handbook, Ed. Gordon Bruner. Mason, OH: South-Western Educational Publications, (2011): .

Suri, Rajneesh, Swaminathan, Srinivasan, and Monroe, Kent B., “Price Communications in Online and Print Coupons: An Empirical Analysis.” Legends in Marketing: Kent B. Monroe, Ed. Jagdish N Sheth. USA: Sage, (2011): .

Presented Research

Chowdhury, Fairuz, Swaminathan, Srinivasan, and Jaiswal, Anand Kumar, Stress and Well Being of Consumers at the Bottom of the Pyramid: Roles of Marketing and Market Place, Subsistence Market Place Conference: Virtual, (May 2023):

Chowdhury, Fairuz, and Swaminathan, Srinivasan, Convenience and Online Patronage: A Crosss Country Study on the Role of Apps, Association of International Business, North East Conference: Washington, DC, (Oct 2022):

Li, Chen, Swaminathan, Srinivasan, and Kim, Junhee, Online Reviews’ Helpfulness Votes and Sales, AMA Summer Academic Conference: Chicago, IL, (Aug 2022):

Swaminathan, Srinivasan, Patnaik, Sandeep, and Nag, Rajiv, Marketing Doctrine in Public Sector Undertakings in an Emerging Market, AMA Summer Academic Conference: Chicago, IL, (Aug 2019):

Bhatt, Siddharth, Swaminathan, Srinivasan, and Suri, Rajneesh, Discounts Backfire When Poorly Promoted: A Thaler’s Perspective, Pricing Conference: Boston, MA, (May 2018):


PhD Business Administration-The University of Texas at Austin 1994
MBA Masters in Business Administration-Xavier Labor Relations Institute 1981
BE Chemical Engineering-Annamalai University, India 1979