University of Calgary

Charan Bagga

  • Associate Professor
  • Faculty [MKTG]

Currently Teaching

Not currently teaching any courses.


Charan K Bagga is Associate Professor of Marketing at the Haskayne School of Business. Charan has a PhD in marketing from the Ivey Business School, Canada and was formerly a visiting professor at the Tulane University. He does research in the areas of brand positioning, competition and differentiation, loyalty programs, object valuation, and marketing metrics. His research has been published in the Harvard Business Review, MIT Sloan Management Review, Journal of Consumer Psychology, Journal of the Academy of Marketing Science and other academic journals. Charan has also worked as a senior manager in sales and consulting at global corporations (Cognizant, CSC [now DXC], Standard Chartered, HCL) in the United States and India.


  • PhD (Marketing), Ivey Business School, Western (UWO), Canada (2015)
  • MBA, Indian Institute of Management, Bangalore (2004)

Selected Publications

Nastasoiu, Alina, Neil T. Bendle, Charan K. Bagga, Mark Vandenbosch, and Salvador Navarro. "Separating customer heterogeneity, points pressure and rewarded behavior to assess a retail loyalty program." Journal of the Academy of Marketing Science (2021): 1-19.

Bagga, Charan K., Neil Bendle, and June Cotte. "Object Valuation and Non-Ownership Possession - How Renting and Borrowing Impact Willingness-to-pay." Journal of the Academy of Marketing Science 47.1 (2019): 97-117. 

Bendle, Neil T., and Charan K. Bagga. "The Metrics That Marketers Muddle." MIT Sloan Management Review 57, no. 3 (2016): 73.

Bagga, Charan K., Theodore J. Noseworthy, and Niraj Dawar. "Asymmetric Consequences of Radical Innovations on Category Representations of Competing Brand." Journal of Consumer Psychology 1, no. 26 (2016): 29-39.

Dawar, Niraj and Charan K. Bagga. “A Simple Graph Explains the Complex Logic of the Big Beer Merger.” Harvard Business Review. (2015). (Digital Article: Oct)

Dawar, Niraj, and Charan K. Bagga. "A better way to map brand strategy." Harvard Business Review 93, no. 6 (2015): 90-97.

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