DR. CHIRANJEEV KOHLI

Ph.D., Indiana University, 1992
MBA, Indian Institute of Management Ahmedabad, 1987
B.E., Delhi University, 1985

Office: SGMH 5270
Phone: 657.278.3796
E-mail: ckohli@fullerton.edu

 

PROFESSIONAL PROFILE

Chiranjeev Kohli holds a Ph.D. in Marketing from Indiana University. His dissertation received honorable mention in the International Doctoral Dissertation Competition. He specializes in brand and corporate identity. As a Professor of Marketing at California State University Fullerton, he is a double recipient of the Business School’s Best Professor Award. He also received the Associated Students, Inc.’s CSUF’s Outstanding Professor Award. His research has been reported in academic journals and newspapers including Business Horizons, European Journal of Marketing, Harvard Business Review, Journal of Academy of Marketing Science, Journal of Advertising Research, Journal of Business Research, The Los Angeles Times and The Orange County Register. National Public Radio has also done a segment on his work. The Young Presidents Organization of Southern California has honored him for excellence in academia. Dr. Kohli serves on the Advisory Board of VWinN Corporate Solutions. He has also consulted for Autodesk, Canon USA, Dean Health System, KFC, Lucent Technologies, Odetics, Regency Healthcare, Spherion, Taco Bell, and Verizon. Dr. Kohli has been invited as a keynote speaker to several organizations, and has been nominated to the American Marketing Association’s National Speakers Directory. He has offered several seminars in the United States, Germany, Hong Kong, and Sweden. A comedian by avocation, he won the Indiana University Comedy Competition and has opened for Dennis Miller of Saturday Night Live!

TEACHING

Dr. Kohli's teaching interests include Marketing Research and Marketing Strategy.  In the classroom, he fosters a collaborative learning environment.  Students are expected to actively apply themselves.  Dr. Kohli aims for a balanced mix of theory and practice.  Classroom discussions are supplemented with projects from corporate sponsors.  His student teams have consulted for companies such as American Suzuki, General Motors, Hyundai Motor America, Kenwood, Micro Motors, Taco Bell, and Verizon.

RESEARCH PAPERS

    

  • Kohli, Chiranjeev, and Suri, Rajneesh, “Price is Right? Guidelines for Pricing to Enhance Profitability,” Business Horizons, 2011 (54), Number 6 (November-December).

  • Thomas, Sunil and Kohli, Chiranjeev, “Can brand image move upwards after Sideways? A strategic approach to brand placements,” Business Horizons, 2011 (54), Number 1 (January-February), 41-49.

  • Thomas, Sunil and Kohli, Chiranjeev, “A Brand is Forever! A Framework for Revitalizing Declining and Dead Brands,” Business Horizons, 2009, (52), Number 4, pp. 305-404.

  • Suri, Rajneesh, Kohli, Chiranjeev and Monroe, Kent, “The effects of perceived scarcity on consumers’ processing of price information,” Journal of Academy of Marketing Science, 2007 (35), Number 1, pp. 89-100.

  • Suri, Rajneesh, Monroe, Kent, and Kohli, Chiranjeev, "Price Appreciation Under Scarcity – A Surety or Contextual Dependence: An Empirical Investigation," Forthcoming, Journal of Academy of Marketing Science.

  • Kohli, Chiranjeev, Leuthesser, Lance, and Suri, Rajneesh, "Got Slogan? Guidelines for Creating Effective Slogans," Forthcoming, Business Horizons.

  • Kohli, Chiranjeev, Harich, Katrin, and Leuthesser, Lance, "Creating Brand Identity: A Study of Evaluation of New Brand Names," Journal of Business Research, 2005, Volume 58/11 pp 1506-1515.

  • Leuthesser, Lance, Kohli, Chiranjeev, and Suri, Rajneesh, "2 + 2 = 5? A Framework for Using Co-Branding to Leverage Your Brand," Journal of Brand Management, 2003 (2), Number 1, pp. 35-47.
  • Suri, Rajneesh, Manchanda, Rajesh, and Kohli, Chiranjeev, "Comparing Fixed Price and Discounted Price Strategies: The Role of Affect on Evaluations," Journal of Product and Brand Management, 2002 (11), Number 3, pp. 160-173. 
  • Kohli, Chiranjeev, Suri, Rajneesh and Thakor, Mrugank V., "Creating Effective Logos: Insights From Theory and Practice," Business Horizons, 2002 (45), Number 3, 58-64.
  • Kohli, Chiranjeev and Leuthesser, Lance, "Brand Equity: Capitalizing on Intellectual Capital," Ivey Business Journal, 2001 (65), Number 4, pp. 74-81.  Invited article (not peer reviewed).
  • Kohli, Chiranjeev and Suri, Rajneesh, "Brand Names That Work: A Study of the Effectiveness of Different Types of Brand Names," Marketing Management Journal, 2000 (10), Number 2, pp. 112-120.
  • Suri, Rajneesh, Manchanda, Rajesh, and Kohli, Chiranjeev, "Brand Evaluations: A Comparison of Fixed Price and Discounted Price Offers," Journal of Product and Brand Management, 2000, Volume 9, Number 3, pp. 193-206.  Winner of 2001 Literati Highly Commended Award.
  • Kohli, Chiranjeev, "Signaling New Product Introductions: A Framework Explaining the Timing of Preannouncements," Journal of Business Research, 1999, Volume 46, Number 2, 45-56.
  • Kohli, Chiranjeev, LaBahn, Douglas W., and Thakor, Mrugank (1998) "Prozess der Namensgebung (Process of developing names)," in "Moderne Markenfuehrung (Perspectives of Modern Brand Management)," Franz-Rudolph Esch, Editor.  Germany: Gabler, 451-474.
  • LaBahn, Douglas and Kohli, Chiranjeev, "Maintaining Client Commitment in Advertising Agency - Client Relationships," Industrial Marketing Management, 1997, Number 6.  This article received ANBAR citation of excellence (highest rating of 4 stars).
  • Leuthesser, Lance and Kohli, Chiranjeev, "Corporate Identity: The Role of Mission Statements," Business Horizons, 1997, Number 3.  This article received ANBAR citation of excellence (highest rating of 4 stars).
  • Kohli, Chiranjeev and Thakor, Mrugank, "Branding Consumer Goods: Insights From Theory And Practice."  Journal of Consumer Marketing, 1997, Number 3.  This article received ANBAR citation of excellence (highest rating of 4 stars).
  • Kohli, Chiranjeev and LaBahn, Douglas, "Creating Effective Brand Names: A Study of the Naming Process," Journal of Advertising Research, 1997, Number 1.
  • Greene, Scott, Harich, Katrin, and Kohli, Chiranjeev, "The Strategic Relevance of Innovations: A Pedagogical Perspective," Journal of Education for Business, 1996, Number 5.
  • Thakor, Mrugank and Kohli, Chiranjeev, "Brand Origin: Conceptualization and Review," Journal of Consumer Marketing, 1996, Number 3.  This article received ANBAR citation of excellence (highest rating of 4 stars).  This paper also received the Best Paper of the Year Award.
  • Kohli, Chiranjeev and Hemnes, Thomas M. "A Corporation By Any Other Name...?" Business Horizons, 1995, November-December.
  • Leuthesser, Lance, Kohli, Chiranjeev, and Harich, Katrin, "Brand Equity: The Halo Effect Measure," European Journal of Marketing, 1995, Number 4.
  • Kohli, Chiranjeev and Leuthesser, Lance, "Brand Positioning: A Comparison of Perceptual Mapping Techniques," Journal of Product and Brand Management, 1993, Number 4.

CURRENT RESEARCH

  • Kohli, Chiranjeev, Thakor, Mrugank V., and Suri, Rajneesh, "Branding on the Net: Is it Different?"
  • Kohli, Chiranjeev, and Suri, Rajneesh, "The effects of branding and perceived scarcity on consumers’ processing of price information."
  • Kohli, Chiranjeev, "Resurrecting ‘Dead’ Brands: Case Studies on Reviving Strong Brands of the Past."
This is an administrative page of the Department of Marketing at California State University, Fullerton. Copyright © 2003 Cal State Fullerton. All rights reserved.

This page last updated on March 12, 2007.