Vanitha Swaminathan, University of Pittsburgh, Bio Image
Vanitha Swaminathan
Professor of Business Administration & Robert W. Murphy Faculty Fellow
University of Pittsburgh

​Vanitha Swaminathan is Professor of Business Administration & Robert W. Murphy Faculty Fellow in Marketing at the Katz Graduate School of Business at the University of Pittsburgh. Her research is in the areas of branding strategy, consumer-brand relationships and inter-firm relationships. Specifically, her focus is on understanding why consumers are attached to certain brands, conditions that foster consumer-brand relationships, and how firms can successfully design brand strategies (e.g., co-branding, brand extensions) to strengthen brand relationships. More recently, the focus is on understanding how social media influences brand equity and how brand managers can leverage the power of social media to build stronger relationships with customers. Her research also examines inter-firm relationships, and how inter-firm relationships can create value within marketing. She has published in various journals including Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Marketing Science, Journal of Consumer Psychology. She is on the editorial board of Journal of Marketing, and serves as Area Editor for Journal of Consumer Psychology.

In July 2014, Swaminathan joined the AMA Academic Council as a member for a term of 2014 - 2017.


Winter Marketing Educators' Conference - 2015 Conference Co-Chair​​
Become a Member
Access our innovative members-only resources and tools to further your marketing practice.