Zixia Cao

West Texas A&M University - College of Business

Assistant Professot

Canyon, TX 79016

United States

  • West Texas A&M University - College of Business

SCHOLARLY PAPERS

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Scholarly Papers (1)

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Wedded Bliss or Tainted Love? Stock Market Reactions to the Introduction of Cobranded Products

Marketing Science, Vol. 32, No. 6, 2013; pp. 939–959; DOI: 10.1287/mksc.2013.0806, Mays Business School Research Paper No. 2113381
Number of pages: 21 Posted: 05 Dec 2013 Last Revised: 01 Aug 2019
Zixia Cao and Alina Sorescu
West Texas A&M University - College of Business and Texas A&M University - Department of Marketing
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Citation 4

Abstract:

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cobranding, new products, stock market reaction, marketing alliances, propensity score matching