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Nader Tavassoli

Professor of Marketing


BA MBA (Syracuse), MPhil and PhD (Columbia)

Dr Nader Tavassoli received his PhD from Columbia Business School in 1994. He was on the faculty of the MIT Sloan School of Management until 2002, where he was faculty director of the Entrepreneurship Programme and founding faculty director of the e-Business Programme.

At London Business School, he founded the Walpole Luxury Management Programme and is a recipient of our prestigious Excellence in Teaching Award. For the past 23 years, Nader has advised and taught executives from internet and high-tech start-ups to over 30 Global Fortune 500 companies. He has been non-executive chairman of The Brand Inside – “inspiring brand-led change” – since 2006.

2017

Brand Britain post-Brexit

Tavassoli N T

London Business School Review 2017

Case study: when you have to choose between core and new customers

Bertini M; Tavassoli N

Harvard Business Review 2017 Forthcoming

2016

A seven book guide to brand building

Tavassoli N T

London Business School Review 2016

How a Hong Kong gas company went from bland to brand

Tavassoli N T

London Business School Review 2016

2015

New 4Ps of branding: people, people, people and people

Tavassoli N T

in Bartsch S and Blumelhuber C eds., Always ahead in marketing, Springer Gabler, 2015

Are you measuring the right things right?

Tavassoli N T

London Business School Review 2015

Brand impact – it’s greater for CEOs than customers

Tavassoli N T; Sorescu A; Chandy R

London Business School Review 2015

Can one business unit have two revenue models?

Bertini M; Tavassoli N T

Harvard Business Review 2015 Vol 93:3 p 121-123

2014

Employee-based brand equity: why firms with strong brands pay their executives less

Tavassoli N T; Sorescu A; Chandy R

Journal of Marketing Research 2014 Vol 51:6 p 676-690

2013

The influence of selective attention and inattention to products on subsequent choice

Janiszewski C; Kuo A; Tavassoli N T

Journal of Consumer Research 2013 Vol 39:6 p 1258-1274

Firing up your neurons of choice

Janiszweski C; Kuo A; Tavassoli N T

Business Strategy Review 2013 Vol 24:2 p 78

Nokia Siemens Network: Branding a merger from the inside out

Hermann G; Botti S; Tavassoli N T

European Case Clearing House 2013

Product failure is a moment of truth

Kumar N; Tavassoli N T

Business Strategy Review 2013

2012

Brand new thinking

Tavassoli N T

Private Equity Findings 2012 Summer p 6-7

Case study: new pricing scheme backfires

Bertini M; Tavassoli N T

Financial Times 2012

Eclectic reading

Tavassoli N T

Business Strategy Review 2012 Spring Vol 23:1 p 68-69

2011

So you think you know your customers

Tavassoli N T

International Commerce Review 2011 Vol 10:1 p 56-69

Gender identity and breast cancer campaigns

Puntoni S; Sweldens S; Tavassoli N

RSM insight 2011 3rd Quarter:7 p 4-6

Gender identity salience and perceived vulnerability to breast cancer

Tavassoli N T; Puntoni S; Sweldens S

Journal of Marketing Research 2011 June Vol 48:3 p 413-424

How to achieve brand traction

Tavassoli N T

FS Focus 2011 Vol 54 p 22-24

2010

Categorisation by groups

Hamilton R W; Puntoni S; Tavassoli N T

Organizational Behavior and Human Decision Processes 2010 Vol 112 p 70-81

2009

Consumer cognition across cultures

Schmitt B H; Tavassoli N T

SAGE Handbook of International Marketing 2009 p 73-90

Climate, psychological homeostasis and individual behaviors across cultures

Tavassoli N T

Understanding Culture: Theory, Research and Application 2009 p 211-221

2008

Effects of attending information on information ignored

Tavassoli N T

in Wedel M and Pieters R eds., Visual marketing: from attention to action, Erlbaum Associates, 2006

The effect of selecting and ignoring on liking

Tavassoli N T

Visual Marketing: From Attention to Action 2008 p 73-89

Branding from the inside out

Tavassoli N T

Business Strategy Review 2008 Vol 19:2 p 94-95

2007

Biting the wax tadpole

Tavassoli N

Alumni News 2007 July-September:112 p 14-15

Branding from the inside out

Tavassoli N T

Brand Strategy 2007 July/August p 40-41

Effect of social context on advertising reception

Puntoni S; Tavassoli N T

Journal of Marketing Research 2007 May:44 p 284-296

Social context and advertising memory

Puntoni S; Tavassoli N T

Journal of Marketing Research 2007 May Vol 44:2 p 284-296

That which we call a rose in Chinese would smell as sweet?

Tavassoli N T

Advertising & Society Review 2007 Vol 8:1

Would a rose in Chinese smell as sweet?

Tavassoli N T

Business Strategy Review 2007 Vol 18:2

2006

Building the customer-focused organization

Tavassoli N

Barco annual report 2006

Spoken and typed expressions of repeated attitudes: matching response modes leads to attitude retrieval versus construction

Tavassoli N T; Fitzsimons G J

Journal of Consumer Research 2006 September Vol 33:2 p 179-187

2005

Choice based on goals

Tavassoli N T et al.

Marketing Letters 2005 Vol 16:3/4 p 335-346

2004

The effect of attribute order on judgement in Chinese and English

Tavassoli N T; Lee Y H

Journal of Experimental Psychology: Applied 2004 Dec Vol 10:4 p 258-266

2003

Differential interaction of auditory and visual advertising elements with Chinese and English

Tavassoli N T; Lee Y H

Journal of Marketing Research 2003 Nov Vol 40:4 p 468-480

Scripted thought

Tavassoli N T

in Scott L M and Batra R eds., Persuasive imagery: a consumer response perspective, p 141-152, Lawrence Erlbaum Associates, 2003

Visual attention determines emotional responses to novel stimuli

Raymond J E; Fenske M; Tavassoli N T

Psychological Science 2003 Vol 14:6 p 537-542

2002

Non-conscious influences on consumer choice

Fitzsimons G J; Tavassoli N T et al.

Marketing Letters 2002 Aug Vol 13:3 p 269-279

Auditory and visual brand identifiers in Chinese and English

Tavassoli N T; Han J K

Journal of International Marketing 2002 Vol 10:2 p 13-28

Spatial memory for Chinese and English

Tavassoli N T

Journal of Cross Cultural Psychology 2002 Vol 33:4 p 415-430

2001

Color memory and evaluations for alphabetic and logographic brand names

Tavassoli N T

Journal of Experimental Psychology: Applied 2001 Jun Vol 7:2 p 104-111

Scripted thought: processing Korean Hancha and Hangul in a multimedia context

Tavassoli N T; Han J

Journal of Consumer Research 2001 Dec Vol 28:3 p 482-493

2000

Homeostasis and consumer behavior across cultures

Parker P; Tavassoli N T

International Journal of Research in Marketing 2000 Vol 17:1 p 33-53

1999

Temporal and associative memory in Chinese and English

Tavassoli N T

Journal of Consumer Research 1999 Sep Vol 26:2 p 170-181

1998

Language in multimedia: interaction of spoken and written information

Tavassoli N T

Journal of Consumer Research 1998 Jun Vol 25:1 p 26-37

1995

Program involvement: are moderate levels best for memory and attitudes?

Tavassoli N T; Shultz II C J; Fitzsimons G J

Journal of Advertising Research 1995 Vol 35:5 p 61-72

1994

Language and consumer memory: the impact of linguistic differences between Chinese and English

Schmitt B H; Yigang P; Tavassoli N T

Journal of Consumer Research 1994 Dec Vol 21:3 p 419-431

1993

Perceptions of western products in transforming socialist countries: the moderating role of political orientation

Tavassoli N T; Goldberg-Block L I et al.

European Advances in Consumer Research 1993 Vol 1 p 226-232

Memory for print advertisements: understanding relations among brand name, copy and picture

Schmitt B H; Tavassoli N T; Millard R T

Journal of Consumer Psychology 1993 Vol 2:1 p 55-81

Research Interests

  • Branding
  • Internal branding
  • Consumer cognition