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Technical
Reports - 2006
Negativity
and Positivity Biases in Product Evaluations: The Impact of Consumer
Goals and Prior Attitudes Ashok Lalwani
Linking
Consumer-Based Brand Equity to Market Performance: An Integrated
Approach to Brand Equity Management Ben Kartono, Vithala
R. Rao
Producing
a Measure of Brand Equity by Decomposing Brand Beliefs Into Brand
and Attribute Sources Randle D. Raggio, Robert P. Leone
The
Long-term Effect of Marketing Strategy on Brand Performance
Carl Mela, M. Berk Ataman, Harald J. van Heerde
Financial
Value of Brands in Mergers and Acquisitions: Is Value in the Eye
of the Beholder? Cem Badahir, Sundar G. Bharadwaj, Rajendra
K. Srivastava
Personalization
versus Privacy: New Exchange Relationships on the Web Ramnath
K. Chellappa, Raymond G. Sin
Price-formats
as Sources of Price Dispersion: A Study of Online and Offline
Prices in the Domestic US Airline Markets Ramnath
K. Chellappa, Raymond G. Sin,
S. Siddarth
Advertising,
Research and Development and Variability of Cash Flow and Shareholder
Value Maria Merino, Raji Srinivasan, and Rajendra K. Srivastava
Market-Based
Assets and Capabilities, Business Processes, and Financial Performance
Sridhar N. Ramaswami, Rajendra Srivastava, & Mukesh Bhargava
Linking
Marketing Metrics to Financial Performance Rajendra Srivastava,
David J. Reibstein and Yogesh V. Joshi
Accounting
Standards, the Valuing of Intangibles and Implications for Marketing
in Australia Patricia Stanton and John Stanton
Asymmetric
New Product Development Alliance: Are the Gains Symmetric Across
the Partners? Kartik Kalaignanam, Venkatesh Shankar, Rajan
P. Varadarajan
New
Product Preannouncements and Shareholder Value: Don’t Make Promises
You Can’t Keep Alina Sorescu, Venkatesh Shankar, Tarun
Kushwaha
Modeling
Consumer Choice via Aggregate Generalized Nested Logit: An Application
to the Lodging Industry Sriram Venkataraman, Vrinda Kadiyali
Customer
Equity: An Integral Part of Financial Reporting? Thorsten
Wiesel, Bernd Skiera, Julian Villanueva
Linking
Customer Metrics to Shareholder Value for Firms with Contractual
Relationships Thorsten Wiesel, Bernd Skiera
Dual
Distribution and Intangible Firm Value: Franchising in Restaurant
Chains Raji Srinivasan
Effects
of Brand Preference, Product Attributes, and Marketing Mix Variables
in Technology Product Markets S. Sriram, Pradeep K. Chintagunta,
Ramya Neelamegham
Optimal
Advertising and Promotion Budgets in Dynamic Markets with Brand
Equity as a Mediating Variable S. Sriram, Manohar U. Kalwani
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