Koushyar Rajavi. School of Electrical and Computer Engineering, University of Tehran Bachelor of Science, Information Technology Engineering 2012

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1 Koushyar Rajavi University of North Carolina McColl 5114, Campus Box 3490, Chapel Hill, NC , USA (919) EDUCATION, University of North Carolina at Chapel Hill Doctor of Philosophy, Marketing (Expected) 2018 Master of Science, Marketing 2015 Completed 18 credits towards a Master s Degree in Information Science 2013 School of Electrical and Computer Engineering, University of Tehran Bachelor of Science, Information Technology Engineering 2012 RESEARCH INTERESTS Substantive: Quantitative Marketing Strategy, Brand Management, Trust and Information Asymmetry, International Marketing, Product-Harm Crisis Methodological: Econometric Analysis of Panel Data, Time Series Techniques, Psychometric Modeling, Hierarchical Linear Modeling (HLM), Bayesian Estimation for Cross-Classified Data DISSERTATION Three Essays on Brand Trust: A Multi-Country and Multi-Category Perspective (Proposal successfully defended: March 2016; Expected date of completion: May 2018) Co-Chairs: Professors Tarun Kushwaha and Jan-Benedict E.M. Steenkamp Committee: Professors Katrijn Gielens, Isaac Dinner, Saravanan Kesavan (Operations Management) RESEARCH PAPERS Koushyar Rajavi, Tarun Kushwaha, and Jan-Benedict E.M. Steenkamp, 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, Based on First Essay of Dissertation, Under review at Marketing Science. Koushyar Rajavi, University of North Carolina Chapel Hill 1

2 Koushyar Rajavi, Tarun Kushwaha, and Jan-Benedict E.M. Steenkamp, Role of Trust in Product-Harm Crises: A Cross-Category and Cross-Country Perspective, Based on Third Essay of Dissertation, Under review at Journal of Marketing Research. Koushyar Rajavi, Tarun Kushwaha, and Jan-Benedict E.M. Steenkamp, The Evolution of Brand Equity across Categories and Countries, Based on Second Essay of Dissertation, Data Analysis Stage. Kalaignanam, Kartik, Tarun Kushwaha, and Koushyar Rajavi, Performance Consequences of CRM Personalization: Does Trust Matter?, Under review at Journal of Retailing. Koushyar Rajavi, International Movie Releases: Does Order of Release Matter?, Data Analysis Stage. Koushyar Rajavi, A Review and Meta-Analysis on the Role of Consumer Trust in B2C Settings, Data Analysis Stage. GRANTS, HONORS, AND AWARDS Received Doctoral Student Fellowship,, Marketing Science Doctoral Consortium Fellow, Research proposal accepted and data granted by AiMark, SAS certificate of completion for Advanced Business Analytics training, Research proposal accepted and data granted by AiMark, Kalp Fellowship ($2,500), Information Science at University of North Carolina, SILS/RENCI research grant, Information Science at University of North Carolina, Ranked in top 10 percent among IT engineering students at University of Tehran, Admitted to IT Engineering at University of Tehran, which accepts top 0.2% of applicants in Mathematics and Physics Field, CONFERENCE PRESENTATIONS Role of Trust in Product-Harm Crises: A Cross-Category and Cross-Country Perspective Co-authors: Tarun Kushwaha, and Jan-Benedict E.M. Steenkamp AMA Winter Marketing Educators Conference 2016, Las Vegas, Nevada. Marketing Science Conference 2017, Los Angeles, California (Session Chair). 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 Co-authors: Tarun Kushwaha, and Jan-Benedict E.M. Steenkamp AMA Winter Marketing Educators Conference 2017, Orlando, Florida. Theory & Practice in Marketing Conference 2017, Charlottesville, Virginia. Koushyar Rajavi, University of North Carolina Chapel Hill 2

3 TEACHING Teaching Interests Develop and offer Graduate/Undergraduate level courses in: Marketing Analytics, Marketing Research, Global Marketing, Marketing Strategy, Marketing Management Instructor, Principles of Marketing (Undergraduate Core Course) Summer 2016, Teaching Evaluation=4.8/5 Teaching Assistant for Prof. Tarun Kushwaha Spring 2014, Spring Marketing Analytics (MBA Elective) Fall 2016, Data Analytics and Decision Making (MBA Core Course) SELECTED COURSEWORK Marketing Economic Models in Marketing William Putsis Marketing Response Model Katrijn Gielens Economic Foundations in Marketing Rajdeep Grewal Marketing Theory I, II Marketing Faculty Marketing Strategy Seminar (Audit) Tarun Kushwaha Methods Advanced Psychometric Modeling Jan-Benedict Steenkamp Applied Econometrics David Guilkey Applied Research Methods Jeffrey Edwards Advanced Panel Data Methodology Jeremy Moulton Bayesian Inference & Decision Making (Duke) Robert Winkler Models and Methodologies for Categorical Data Lloyd Edwards Multilevel Data Analysis Roderick Rose Others Behavioral Strategy Seminar Richard Bettis Effective Presentation Skills Sharon Cannon Database Management I, II (Info. Science) Arcot Rajasekar Marketing for Information Services (Info. Science) Evelyn Daniel SKILLS Software Packages: SAS, Stata, Matlab, SQL, LISREL, E-views, MLWin, JMP. Language: Persian (Native), English (Fluent), Arabic (Basic), German (Basic). PROFESSIONAL AFFILLATIONS American Marketing Association, INFORMS Koushyar Rajavi, University of North Carolina Chapel Hill 3

4 REFERENCES Tarun Kushwaha (Co-Advisor) Associate Professor of Marketing +1(919) Katrijn Gielens Associate Professor of Marketing and Sarah Graham Kenan Scholar +1(919) Jan-Benedict E.M. Steenkamp (Co-Advisor) C. Knox Massey Distinguished Professor of Marketing and Area Chair of Marketing +1(919) Isaac Dinner Assistant Professor of Marketing +1(919) Saravanan Kesavan Associate Professor of Operations Department of Operations Management Kenan-Flagler School of Business +1(919) Koushyar Rajavi, University of North Carolina Chapel Hill 4

5 ABSTRACTS OF RESEARCH PAPERS Rajavi, Koushyar, Tarun Kushwaha, and Jan-Benedict E.M. Steenkamp, 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, Based on First Essay of Dissertation, Under review at Marketing Science. As a result of the global financial crisis and increasing number of product recalls, brands are being associated with deception and dishonesty. Subsequently, building trust has become a top priority for marketing managers. However, not much is known about the drivers of brand trust. Particularly, effect of marketing mix instruments on brand trust is not known. We study the impact of advertising, price promotion, product innovation, price, and distribution on brand trust. Moreover, we propose and show that the impact of marketing mix on brand trust can be explained by cultural and category level factors. Using a unique data-set which is consisted of survey and scanner panel data in 46 CPG categories across 13 countries, we find that advertising, innovation, distribution, and price positively impact brand trust whereas price promotions damage customer trust. Furthermore, we find that marketing mix have stronger impact in categories with high brand relevance, countries high on secular-rational values, and countries high on survival values. Theoretical and managerial implications are discussed. Rajavi, Koushyar, Tarun Kushwaha, and Jan-Benedict E.M. Steenkamp, The Evolution of Brand Equity across Categories and Countries, Based on Second Essay of Dissertation, Data Analysis Stage, Targeted for Journal of Marketing Research. During the past few decades, the concept of brand equity has drawn considerable attention from both researchers and practitioners. For most firms, brand equity, which refers to the added value endowed by the brand to the product, is an invaluable asset. Firms spend millions if not billions of dollars to build and maintain brand equity. However, it is not clear how brand equity evolves over time. What if brand equity evolves (or even worse declines) as a function of factors out of control of the brand managers? In this paper, we investigate the role of category and country level factors on the evolution of brand equity. We use monthly scanner panel data in multiple consumer packaged goods across 13 countries over 10 years. In order to measure annual brand equity, we estimate brand fixed effects in a market share model with brand marketing mix instruments included as predictors. We then use category and country level characteristics to explain the variation in the brand equity estimates across time. Our findings will help brand managers to focus on investing on brand equity in categories and countries where brand equity is less volatile. Koushyar Rajavi, University of North Carolina Chapel Hill 5

6 Rajavi, Koushyar, Tarun Kushwaha, and Jan-Benedict E.M. Steenkamp, Role of Trust in Product-Harm Crises: A Cross-Category and Cross-Country Perspective, Based on Third Essay of Dissertation, Under review at Journal of Marketing Research. Over the past decade, number of product-harm crises has increased dramatically. Sales drop, costly lawsuits, and decline in financial value of firms are some of the negative consequences of product recalls. However, the extant literature lacks generalizable knowledge on the contextual causes of dissimilar consumer reactions to product-harm crises across different countries and categories. In this paper, we adopt a trust-based perspective and investigate the impact of category level brand trust (CLBT) and trust in public institutions (TPI) of the country on post-recall brand performance. We also examine the heterogeneous role of price promotion as a means to overcome the negative impact of recall across different categories and countries. We use large multi-country household-scanner panels to empirically examine impact of 145 packaged food recall instances in 13 European nations between 2010 and Findings suggest that the post-recall brand performance deteriorates more when CLBT and TPI are low. Furthermore, the results indicate that post-recall promotions are more effective when CLBT and TPI are low. We also discuss the implications for practitioners. Kalaignanam, Kartik, Tarun Kushwaha, and Koushyar Rajavi, Performance Consequences of CRM Personalization: Does Trust Matter?, Under review at Journal of Retailing. This study examines the performance consequences of CRM personalization, a category of personalization in which information is adapted and personalized advice/recommendation is offered based on customer preferences. Despite the growing popularity of personalization, there is a dearth of research at the firm level on whether and how personalization creates business value. We develop and test a conceptual model that proposes that the impact of personalization on firm performance is mediated by 1) stable customer base (i.e. lower customer churn) and 2) premium price. Online trust is proposed to positively moderate the relationship between personalization and stable customer base and premium price. The hypotheses are tested using archival data which is comprised of cross-sectional time series data in the financial services industry. The results suggest that while personalization enhances the stability of the firm s customer base, it does not enable the firm to charge premium prices. Furthermore, online trust positively moderates the relationship between personalization and premium prices and stable customer base. The results also show that the effect of personalization on firm performance is mediated by stable customer base but not by premium price. Koushyar Rajavi, University of North Carolina Chapel Hill 6

7 Rajavi, Koushyar, International Movie Releases: Where is it Most Profitable to Release a Movie First?, Data Analysis Stage, Being Prepared for Submission to Journal of Marketing Research. Despite the emergence of new movie distribution channels (e.g., DVD sales, streaming, etc.), world-wide box office revenues still represent a significant portion of movie revenues. However, during the past 15 years, movie piracy has lowered box office revenues significantly. In order to conquer piracy, Hollywood movie studios have come up with a new strategy; they first release a movie in international market and then after a few days (or weeks) they release the movie in the United States. But does this strategy increase movie world-wide revenues? I study the impact of international movie release on movie revenues using data on more than 2,400 American movies released between 2002 and Using propensity score matching, I match movies which were first released internationally with those that were first released in the US. I use distribution strategy of other studios and past distribution strategy of each studio as instruments for the decision to release a movie internationally. The results suggest that releasing a movie internationally first is associated with an additional $8.6 million in world-wide revenues. Furthermore, I aim to use other measures (e.g., efficiency of copyright laws in a country, Google Trends data) to explain which countries should be the first targets for international movie release. Koushyar Rajavi, A Review and Meta-Analysis on the Role of Consumer Trust in B2C Settings, Data Analysis Stage, Targeted for Journal of Marketing Research. In today s marketplace, consumers have numerous options when it comes to choosing a product or service. When consumers are asked about different reasons why they choose to do business with a certain firm, trust is a common response; trust that the company/brand will deliver its promises and provide the product or service it specified. Research in marketing and other areas has investigated consumer trust in brands, firms, products, services, and e-commerce. In a quantitative meta-analysis, I assess drivers and outcomes of consumer trust. Drawing on a sample of 142 papers in marketing, finance, management, economics, public policy, information systems, risk analysis, and food and agricultural sciences, I develop and test a comprehensive model of consumer trust. Specifically, I examine the role of consumer trust in a nomological net, involving antecedents (e.g., perceived quality, marketing investments, etc.) and consequences (e.g., loyalty, intention to purchase, word of mouth activity, etc.) of consumer trust. I find that the relationships between consumer trust and its antecedents/consequences observed in past research are far from homogenous. In order to explain such heterogeneity, I develop and test hypotheses concerning the role of national culture, industry setting, differences between products and services, and a number of methodological aspects. This study allows future research to build more explicitly on the accumulated evidence of previous research on consumer trust. Last Updated: 19 June 2017 Koushyar Rajavi, University of North Carolina Chapel Hill 7