Alina Sorescu

Alina Sorescu
Texas A&M University | TAMU · Department of Marketing

About

24
Publications
69,284
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2,277
Citations
Additional affiliations
August 2002 - September 2016
Texas A&M University
Position
  • Rebecca U. ’74 and William S. Nichols III ’74 Associate Professor of Marketing

Publications

Publications (24)
Article
Event studies examine stock price movements around corporate events. These events can be voluntary firm announcements (e.g., new product introduction, alliance formation, channel restructuring) or announcements made by other entities such as regulatory bodies (e.g., FDA approval) or competitors (e.g., new market entry). The event study methodology...
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Firms routinely use press releases to announce the launch of their new products. An examination of these press releases shows that in approximately 7% of cases, firms issue new product announcements concurrently with other corporate announcements. However, the consequences of these actions are unknown because event studies typically eliminate concu...
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The authors reexamine the relation between customer satisfaction (measured by the American Customer Satisfaction Index) and long-term stock returns using statistical tests that are well specified in the presence of industry clustering. Their results are consistent with those of Fornell, Morgeson, and Hult (2016), who find positive abnormal stock re...
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This article examines the concept of employee-based brand equity— the value that a brand provides to a firm through its effects on the attitudes and behaviors of its employees—and empirically demonstrates its significance on executive pay. Executives value being associated with strong brands and, therefore, accept substantially lower pay at firms t...
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A retail business model articulates how a retailer creates value for its customers and appropriates value from the markets. Innovations in business models are increasingly critical for building sustainable advantage in a marketplace defined by unrelenting change, escalating customer expectations, and intense competition. Drawing from extant strateg...
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Every new product introduction entails a branding decision: whether to name the product using a direct extension, a sub-brand, or a new brand. While previous research has focused on how consumers evaluate alternatives in lab settings, or, in studies based on secondary data, on the effectiveness of brand extensions in general, a comprehensive framew...
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Consumers are increasingly mindful of CSR when making purchase and consumption decisions. While extant research suggests small, positive effects of CSR on measures of firm financial valuation, consumers' behavioral response to CSR initiatives in the form of actual purchase decisions remains undocumented. This paper introduces a framework categorizi...
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American Marketing Association 2020. Technological advances have resulted in a hyperconnected world, requiring a reassessment of branding research from the perspectives of firms, consumers, and society. Brands are shifting away from single ownership to shared ownership, as heightened access to information and people is allowing more stakeholders to...
Article
Technological advances have resulted in a hyperconnected world, requiring a reassessment of branding research from the perspectives of firms, consumers, and society. Brands are shifting away from single ownership to shared ownership, as heightened access to information and people is allowing more stakeholders to cocreate brand meanings and experien...
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The interplay between innovation and the stock market has been extensively studied by scholars across all business disciplines. However, one phenomenon remains understudied: the association between innovation and stock market bubbles. Bubbles—defined as rapid increases and subsequent declines in stock prices—have been primarily examined by economis...
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Well-known brands are frequently imitated, misused, or tampered with. Firms facing these threats routinely turn to the legal system and file trademark infringement lawsuits in an attempt to prevent revenue losses and brand equity dilution. In this paper, the authors address the largely unexplored issue of brand protection and make the following con...
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In recent times, more successful startups, such as Airbnb or Uber, have been spurred by business model innovation than by product innovation. I tap into the growing stream of research on business models from the strategy literature to propose ways in which companies can leverage information networks and big data to innovate their current business m...
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Investors routinely follow firms' communications and actions in order to form expectations about the future performance of firms. The authors propose a set of firm and industry characteristics that influence the formation of investor expectations in the context of new product announcements. Specifically, they argue that positive expectations of fut...
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W e examine whether cobranding—the practice of using two established brand names on the same product— increases the market value of parent firms. Using data from the consumer packaged goods industry, we document that the average stock market reaction to the announcement of cobranded new products is approxi-mately +1.0%. We hypothesize that this rea...
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This study tested in the context of branded products a set of hypotheses derived from theory in political science concerning negative advertising messages: those that unfavorably compare Brand B with Brand A. We expected and found that the most favorably-rated message contains negative elements, and that any negative comparison is perceived differe...
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Does innovation increase shareholder value? While many researchers and practitioners believe that it does, little consensus surrounds the magnitude of the economic rents to innovation and the determinants of these rents, primarily because they vary across industries and ways in which innovation is measured. This chapter has three main goals. First,...
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Corporate acquisitions are a ubiquitous feature of today’s business landscape and a widely used means by which large firms enter new markets. As large acquirers swoop in to acquire firms in new markets, they are almost inevitably met with a chorus of concerns about the potential effects of their actions on the markets they enter. What is the actual...
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Prokriti Mukherji, Alina Sorescu, Jaideep C Prabhu and Rajesh Chandy, ‘Behemoths at the gate: How incumbents take on acquisitive entrants (and why some do better than others)’, Journal of Marketing, September 2011.
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What is the relationship between innovation and firm value? Does the type of innovation make a difference? To answer these questions, the authors examine how breakthrough and incremental innovations affect three different facets of firm performance: normal profits, economic rents, and total firm risk.They argue that each of these metrics is of inde...
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New product preannouncements are strategic signals that firms direct at their customers, competitors, channel members, and investors. They have been touted as effective means of deterring competitor entry, informing potential customers, and even tipping the balance of technological standard battles in favor of the preannouncing firms. However, prea...
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Corporate acquisitions are strategic actions that loom large in the minds of many senior managers. Despite decades of study, little systematic research exists on a central question: Why do the acquisitions of some firms perform better than those of others? The work that has examined this question has mostly focused on deal-specific variables (i.e.,...

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