High-Technology and Sports Markets
the Impact of Celebrity Endorsements Across Consumer Segments: An
Empirical Study of Tiger Woods' Endorsement Effect on Golf Equipment" (Forthcoming-Marketing Letters)
Empirical Analysis of Consumer Purchase Behavior of Base Products and
Add-ons" with Xiao Liu and
"Emerging Trends in Product Bundling: Investigating Consumer Choice and
Firm Behavior" with Vithala R. Rao, Gary Russell, Hemant Bhargava, Alan Cooke, Hwang Kim, Nanda Kumar,
Irwin Levin, Yu Ma, Nitin Mehta, John Pracejus, and R. Venkatesh., Customer Needs and Solutions, Vol. 5, No1-2, March 2018, pp. 107-120
Strategic Leverage of Unplanned Advertising: An Analysis in the Context
of Celebrity Endorsements
with Hui Li and Kannan Srinivasan, Journal of Marketing Research, Vol. 55, No. 1, February 2018, pp. 14-34
Tying and the
Empirical Analysis of the Video Game
Marketing and Economics, Vol. 12, No. 2, June 2014, pp.
Dynamic Effects of Bundling as a
Product Strategy," with Vineet
Science, Vol. 32, No. 6,
November–December 2013, pp.
"Mixed Bundling in Two-Sided Markets
Presence of Installed Base
with Yong Chao Management Science, Vol
August 2013, pp.1904-1926
Economic Value of Celebrity Endorsement:
Impact on Sales of Nike Golf Balls,"
with Kevin Chung and
Kannan Srinivasan, Marketing
32, No. 2, March–April
Paper(s) in Progress:
"Small Sample Properties of the Inclusive Value Approximation to Estimating Dynamic Discrete Choice Models with Aggregate Data"
"Funding of Innovative
Products: Exploring Early Investor Preferences"
with Kannan Srinivasan (Working Paper)
Non-Linear Television: Is Release Timing Informative?" with Franco Berbeglia, Kannan Srinivasan, and Joseph Xu (Working Paper)
"Identification and Estimation of Dynamic Discrete Demand with Aggregate
with Cheng Chou and Vineet
"Influencing Product Competition through Shelf Design" with Francisco Cisternas and Alan Montgomery (Working Paper)
"Dynamics of Product Line Sequencing"
"Demand Dynamics in the Mobile Phone