Research Documents

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"Survival Determinants for Online Retailers"
(2008) (authors: Ralitza Nikolaeva, Manohar Kalwani, William Robinson, Srinivasarag Sriram)

Status: Accepted
Publisher: Review of Marketing Science

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"Understanding the Simultaneous Effects of Category Fit and Order of Entry on Consumer Perceptions of Brand Extensions"
(2008) (authors: James Oakley, Adam Duhachek, Subramanian Balachander, Srinivasarag Sriram)

Status: Published
Publisher: Journal of Consumer Research

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"Monitoring the Dynamics of Brand Equity Using Store-Level Data"
(2007) (authors: Srinivasarag Sriram, Subramanian Balachander, Manohar Kalwani)

Volume: 71
Pages: 61-78
Status: Published
Publisher: Journal of Marketing

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"Optimal Advertising and Promotion Budgets in Dynamic Markets with Brand Equity as the Mediating Variable"
(2007) (authors: Srinivasarag Sriram, Manohar Kalwani)

Volume: 53
Pages: 46-60
Status: Published
Publisher: Management Science

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"Effects of Brand Preference, Product Attributes and Marketing Mix Variables in Technology Product Markets"
(2006) (authors: Srinivasarag Sriram, Pradeep Chintagunta, Ramya Neelamegham)

Volume: 25
Pages: 440-456
Status: Published
Publisher: Marketing Science