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Event study methodology in the marketing literature : an overview
Sorescu, Alina; Warren, Nooshin L.; Ertekin, Larisa - In: Journal of the Academy of Marketing Science 45 (2017) 2, pp. 186-207
Persistent link: https://www.econbiz.de/10011658052
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Interpreting the stock returns to new product announcements : how the past shapes investors' expectations of the future
Warren, Nooshin L.; Sorescu, Alina - In: Journal of marketing research : JMR 54 (2017) 5, pp. 799-815
Persistent link: https://www.econbiz.de/10011762839
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Corporate sociopolitical activism and firm value
Bhagwat, Yashoda; Warren, Nooshin L.; Beck, Joshua T.; … - In: Journal of marketing 84 (2020) 5, pp. 1-21
Persistent link: https://www.econbiz.de/10012271462
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What brand do I use for my new product? : the impact of new product branding decisions on firm value
Kovalenko, Larisa; Sorescu, Alina; Houston, Mark B. - In: Journal of the Academy of Marketing Science 50 (2022) 2, pp. 338-365
Persistent link: https://www.econbiz.de/10012819760
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Hands off my brand! : the financial consequences of protecting brands through trademark infringement lawsuits
Ertekin, Larisa; Sorescu, Alina; Houston, Mark B. - In: Journal of marketing 82 (2018) 5, pp. 45-65
Persistent link: https://www.econbiz.de/10011912139