Thought Papers
Innovative solutions require innovative thinking. Leaders don't follow others — they create their own trail.
Our team's original research has been published in peer-reviewed journals and reprinted by outlets such as Harvard Business Review. The work below demonstrates the depth of expertise we bring to every client engagement.
Pricing
- 2016
The Paradoxical Influence of Processing Difficulty on Purchase Appeal
Motyka, S., Suri, R., Kohli, C., et al. — Journal of Consumer Psychology
- 2014
Price, Loyalty and Self-Consciousness: Consumer Behavior Under Scrutiny
Suri, R., Kohli, C., et al. — Journal of Business Research
- 2011Harvard Business Review Reprint
The Price is Right? Guidelines for Pricing to Enhance Profitability
Kohli, C. & Suri, R. — Business Horizons / Reprinted by Harvard Business Review
- 2008
Scarcity Perception and Its Effect on Brand Evaluation
Suri, R. & Kohli, C. — Journal of Marketing
- 2007
Discounting Strategies and Consumer Price Perceptions
Kohli, C. & Suri, R. — Journal of Retailing
- 20002001 Literati Highly Commended Award
The Effects of Perceived Scarcity on Consumers' Processing of Price Information
Suri, R., Kohli, C., & Monroe, K. — Journal of the Academy of Marketing Science
Branding
- 2002
Creating Effective Logos: Insights from Theory and Practice
Kohli, C., Suri, R., & Thakor, M. — Business Horizons
- 1997
Observations: Creating Effective Brand Names: A Study of the Naming Process
Kohli, C. & LaBahn, D. — Journal of Advertising Research
- 2013
Are You in Good Hands? Slogan Recall: What Really Matters
Kohli, C., Thomas, S., & Suri, R. — Journal of Advertising Research
- 2005
Brand Recall vs. Brand Recognition: What You See Is Not Always What You Get
Kohli, C. & Harich, K. — Journal of Business Research
- 1997
Branding Consumer Goods: Insights from Theory and Practice
Kohli, C. — Journal of Consumer Marketing
- 2001Harvard Business Review Reprint
Brand Equity: Capitalizing on Intellectual Capital
Kohli, C. & Leuthesser, L. — Ivey Business Journal / Reprinted by Harvard Business Review
- 2000
Signaling New Product Introductions: A Framework Explaining the Role of Different Signals
Kohli, C. — Journal of Product and Brand Management
- 1995ANBAR Citation of Excellence
Brand Equity: The Halo Effect Measure
Leuthesser, L., Kohli, C., & Harich, K. — European Journal of Marketing
- 2007
Got Slogan? Guidelines for Creating Effective Slogans
Kohli, C., Leuthesser, L., & Suri, R. — Business Horizons
- 2006
Brand Evaluations: A Comparison of Fixed and Partitioned Prices
Suri, R. & Kohli, C. — Journal of Product and Brand Management
Others
- 2014
A Study of the Antecedents of Crowdfunding Campaign Success
Dass, M., Kohli, C., Kumar, P., & Thomas, S. — Journal of Business and Industrial Marketing
- 1999
Will Social Media Kill Branding? A Framework and Empirical Insights
Kohli, C., Suri, R., & Kapoor, A. — Business Horizons
- 1997
Branding Consumer Goods: Why New Products Need Strong Names
Kohli, C. & Thakor, M. — Journal of Consumer Marketing