Sanjay Sood

Professor of Marketing

Phone: (310) 825-1250


Sanjay Sood's research and teaching expertise lies in the area of brand equity and consumer decision making. Using psychological principles, Sanjay examines how firms can best build, manage, and leverage strong brand names. This includes investigating what brand names mean to consumers, how to manage brand portfolios, how to use brand naming strategies to launch new products, and how to protect brand names from becoming diluted over time and across geographical boundaries. His research has been published in leading marketing and psychology journals including the Journal of Consumer Research, Journal of Marketing, and Cognitive Psychology. Sanjay is an associate editor at the Journal of Marketing, and he is on the editorial review boards of the Journal of Consumer Research, Journal of Consumer Psychology and the Journal of Marketing Research.

Sanjay obtained his Ph.D. in Marketing from the Graduate School of Business, Stanford University. Sanjay also received an MBA degree from the Kellogg Graduate School of Management, Northwestern University, majoring in marketing and strategy. He gained industry experience in product marketing at Centel Corporation, now a division of Sprint. Before joining Centel, he completed a BS degree in Electrical Engineering from the University of Illinois, Urbana-Champaign.

Sanjay has won several awards for excellence in teaching and student mentoring, including the Neidorf Decade Teaching Award at UCLA. Actively involved with industry, Sanjay has worked with several leading marketing companies, including Intel, Starbucks, Disney, Levi-Strauss, Microsoft, and Kaiser Permanente.


Ph.D. Marketing, Graduate School of Business, 1999, Stanford University
MBA Kellogg Graduate School of Management, 1992, Northwestern University
B.S. Electrical Engineering, with honors 1987, University of Illinois, Urbana-Champaign


Marketing Management, Brand Management, Advertising, Consumer Behavior
  • S. Sood, Y. Rottentreich, and L. Brenner. (2004). On Decisions That Lead to Decisions. Journal of Consumer Research,
  • Keller, K. and S. Sood. (2003). Brand Equity Dilution: Your Brand May Be Less Vulnerable Than You Think. Sloan Management Review,
  • S. Zhang and S. Sood. (2002). Deep and Surface Cues: Brand Extension Evaluations by Children and Adults. Journal of Consumer Research,
  • K. Keller and S. Sood. (2001). The Ten Commandments of Global Branding. Asian Journal of Marketing,
  • S. Bridges, K. Keller and S. Sood. (2000). Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links. Journal of Advertising,
  • A. Kirmani, S. Sood and S. Bridges. (1999). The Ownership Effect in Consumer Responses to Brand Line Stretches. Journal of Marketing,

Research Under Review

Sanjay Sood, and Shi Zhang. The Effects Of Trivial Features And Types Of Comparisons On Choice Deferral. Revising for resubmission to Journal of Marketing Research.

Kevin Lane Keller, and Sanjay Sood. The Effects of Branding Strategies and Product Experience on Brand Evaluations. Revising for resubmission to Journal of Marketing.

Mark Forehand, and Sanjay Sood. On Self Referencing Differences in Judgment and Choice. Under review at Organizational Behavior and Human Decision Processes.

Sanjay Sood's Vita

Sanjay Sood's Web Site