RANDLE D. RAGGIO

  See blog entry on Randy's services strategy work at HBR.com

PUBLICATIONS:

 Peer-Reviewed Articles:

"Gratitude Works: An Investigation of Moderators and the Mediating Role of Affective Commitment," Journal of the Academy of Marketing Science, forthcoming, with Judith Anne Garretson Folse

“Chasing Appropriable Value: Fully Leveraging Brand Equity to Maximize Brand Value,” Journal of Brand Management, Vol. 16 (January), 2009, with Robert P. Leone. 

“The Theoretical Separation of Brand Equity and Brand Value: Managerial Implications for Strategic Planning,” Journal of Brand Management, Vol. 14, 5 (May), 2007, with Robert P. Leone. 

 Harvard Business Review:

Do You Thank the Taxpayer for Your Bailout?" Case investigating impact of a bank’s proposed post-bailout gratitude campaign, with invited commentary, Harvard Business Review, Vol. 87 (June), 2009

“Is Mr. Clean Service Ready?” Invited commentary on HBR.com discussing P&G’s move into services, available at HUhttp://blogs.harvardbusiness.org/hbreditors/2009/02/is_mr_clean_service_ready.htmlUH,  posted February 18, 2009, with Neeli Bendapudi and Tassadduq Shervani

 Edited Journal Issues:

Special issue on “Brand Value and Valuation,” Journal of Brand Management, Vol. 17, Issue 1 (September) 2009, with Robert P. Leone.  Will include lead editorial by special issue editors, invited papers from leading academics and brand valuation companies, and double-blind peer-reviewed submitted papers.

Technical Reports:

 “Producing a Measure of Brand Equity by Decomposing Brand-Benefit Beliefs Into Brand and Attribute Sources,” EmoryBI Technical Report, Emory University, 2006.  Reprinted as an ICFAI book chapter (see below).
Find it at www.EmoryBI.com

 “Drivers of Perceptions of Louisiana, Its People, Products and Services, and Travel to the State,” presented to Angèle Davis, Secretary, Louisiana Department of Culture, Recreation & Tourism, 2007. 

 Book Chapters:

“Producing a Measure of Brand Equity by Decomposing Brand-Benefit Beliefs Into Brand and Attribute Sources,” in Brand Equity Measurement: Concepts and Applications, eds., R. Harish and P.S. Gopalakrishnan, Bangalore: ICFAI University Press, 2007, with Robert P. Leone.

Cases:

Sy.Med Development, Inc., Case and Teaching Note


WORK IN PROGRESS:

Developing a Measure of Brand Equity by Decomposing Brand-Benefit Beliefs into Brand and Attribute Sources, with Robert P. Leone (TCU) and William C. Black (LSU)

Understanding Brand Authenticity: The Role of Stability and Uniqueness
, with Julie Anna Guidry (LSU), George Zinkhan (Georgia) and Judith Anne Garretson Folse (LSU)

Gratitude in the Relationship Marketing Paradigm
, with Anna Green Walz, Mousumi Bose and Judith Anne Garretson Folse (LSU)

When to Use Psychological Ownership as a Persuasive Message Strategy: The Moderating Impact of Gender
, with Judith Anne Garretson Folse and Julie Anna Guidry (LSU)

Gratitude and Social Marketing: The Case of Post-Katrina Louisiana
, with Judith Anne Garretson Folse (LSU)

Free to Fee: Creating willingness in customers to accept charges for formerly-free services,
with Neeli Bendapudi (Ohio State) and Tasadduq Shervani (SMU)
 

© Randle D. Raggio   3122C Patrick F. Taylor Hall, LSU, Baton Rouge, LA 70803      raggio@lsu.edu        225-578-2434 (office)