Vithala Rao
Vithala Rao
Professor of Marketing and Quantitative methods
Verified email at cornell.edu
Title
Cited by
Cited by
Year
Conjoint measurement for quantifying judgmental data
PE Green, VR Rao
Journal of Marketing Research, 355-363, 1971
20461971
An empirical comparison of consumer-based measures of brand equity
MK Agarwal, VR Rao
Marketing Letters 7 (3), 237-247, 1996
8791996
How is manifest branding strategy related to the intangible value of a corporation?
VR Rao, MK Agarwal, D Dahlhoff
Journal of Marketing, 126-141, 2004
7232004
Linking brand equity to customer equity
RP Leone, VR Rao, KL Keller, AM Luo, L McAlister, R Srivastava
Journal of Service Research 9 (2), 125-138, 2006
5582006
Applied multidimensional scaling: A comparison of approaches and algorithms
PE Green, VR Rao
Holt, Rinehart and Winston, 1972
5581972
Rating Scales and Information Recovery. How Many Scales and Response Categories to Use?
PE Green, VR Rao
The Journal of Marketing, 33-39, 1970
4201970
Pricing research in marketing: The state of the art
VR Rao
Journal of Business, 39-60, 1984
4041984
Extended framework for modeling choice behavior
M Ben-Akiva, D McFadden, T Gärling, D Gopinath, J Walker, D Bolduc, ...
Marketing Letters 10 (3), 187-203, 1999
3901999
Applied conjoint analysis
VR Rao
Springer Berlin, 2010
326*2010
Combining revealed and stated preferences data
M Ben-Akiva, M Bradley, T Morikawa, J Benjamin, T Novak, H Oppewal, ...
Marketing Letters 5 (4), 335-349, 1994
3231994
Research for product positioning and design decisions: An integrative review
A Kaul, VR Rao
International Journal of Research in Marketing 12 (4), 293-320, 1995
3091995
An approach to assess the importance of brand equity in acquisition decisions
V Mahajan, VR Rao, RK Srivastava
Journal of Product Innovation Management 11 (3), 221-235, 1994
3061994
A balance model for evaluating subsets of multiattributed items
PH Farquhar, VR Rao
Management Science, 528-539, 1976
2331976
Structural analysis of competitive behavior: New Empirical Industrial Organization methods in marketing
V Kadiyali, K Sudhir, VR Rao
International Journal of Research in Marketing 18 (1-2), 161-186, 2001
2132001
Conjoint analysis, related modeling, and applications
JR Hauser, VR Rao
Advances in Marketing Research: Progress and Prospects, 141-68, 2004
2122004
A General Choice Model for Bundles with Multiple-Category Products: Application to Market Segmentation and Optimal Pricing for Bundles
VR Rao, J Chung
Journal of marketing research, 115-130, 2004
185*2004
A general choice model for bundles with multiple-category products: Application to market segmentation and optimal pricing for bundles
J Chung, VR Rao
Journal of Marketing Research, 115-130, 2003
1852003
A constrained unfolding methodology for product positioning
W DeSarbo, VR Rao
Marketing Science, 1-19, 1986
1831986
Brand extension and customer loyalty: Evidence from the lodging industry
W Jiang, CS Dev, VR Rao
The Cornell Hotel and Restaurant Administration Quarterly 43 (4), 5-16, 2002
1712002
Inference of hierarchical choice processes from panel data
VR Rao, DJ Sabavala
Journal of Consumer Research, 85-96, 1981
1711981
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