Conjoint measurement for quantifying judgmental data PE Green, VR Rao Journal of Marketing Research, 355-363, 1971 | 2383 | 1971 |
An empirical comparison of consumer-based measures of brand equity MK Agarwal, VR Rao Marketing Letters 7 (3), 237-247, 1996 | 1032 | 1996 |
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 | 868 | 2004 |
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 | 734 | 2006 |
Applied conjoint analysis VR Rao Springer Berlin, 2010 | 656* | 2010 |
Applied multidimensional scaling: A comparison of approaches and algorithms PE Green, VR Rao Holt, Rinehart and Winston, 1972 | 630 | 1972 |
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 | 504 | 1999 |
Rating Scales and Information Recovery. How Many Scales and Response Categories to Use? PE Green, VR Rao The Journal of Marketing, 33-39, 1970 | 492 | 1970 |
Pricing research in marketing: The state of the art VR Rao Journal of Business, 39-60, 1984 | 469 | 1984 |
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 | 413 | 1994 |
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 | 359 | 1994 |
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 | 346 | 1995 |
A balance model for evaluating subsets of multiattributed items PH Farquhar, VR Rao Management Science, 528-539, 1976 | 258 | 1976 |
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 | 248 | 2001 |
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 | 214* | 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 | 214 | 2003 |
Conjoint analysis, related modeling, and applications JR Hauser, VR Rao Advances in Marketing Research: Progress and Prospects, 141-68, 2004 | 209 | 2004 |
A constrained unfolding methodology for product positioning W DeSarbo, VR Rao Marketing Science, 1-19, 1986 | 205 | 1986 |
Modeling Methods for Discrete Choice Analysis DL McFadden, M Abe, D Bolduc, U Böckenholt, M Ben-Akiva, D Gopinath, ... Kluwer Academic Publishers; Springer Science+ Business Media, 1997 | 197* | 1997 |
Modeling methods for discrete choice analysis M Ben-Akiva, D McFadden, M Abe, U Böckenholt, D Bolduc, D Gopinath, ... Marketing Letters 8 (3), 273-286, 1997 | 196 | 1997 |