Michaela Draganska, PhD

Draganska, Michaela, and Vitorino, Maria Ana, Decomposing the effect of advertising: What happens in the retail channel?. International Journal of Research in Marketing 40 (Mar 2023):226-247.

Draganska, Michaela, HARTMANN, WESLEY, and Stanglein, Gena, Internet vs. TV advertising: A Brand-Building Comparison. Journal of Marketing Research (Oct 2014).

Chernev, Alexander, Kahn, Barbara, Bockenholt, Ulf, Bundorf, M. Kate, Draganska, Michaela, Hamilton, R, Meyer, Robert J., and Wertenbroch, Klaus, CONSUMER AND MANAGERIAL GOALS IN ASSORTMENT CHOICE AND DESIGN. Marketing Letters 25 (Sep 2014).

Draganska, Michaela, and Klapper, Daniel, Choice Set Heterogeneity and the Role of Advertising: An Analysis with Micro and Macro Data. Journal of Marketing Research 48 (Aug 2011):653-669.

Draganska, Michaela, Ailawadi, Kusum L., Bradlow, Eric T., Nijs, Vincent, Rooderkerk, Robert P., Sudhir, K., Wilbur, Kenneth C., and Zhang, Jie, Empirical Models of Manufacture-Retailer Interaction: A Review and Agenda for Future Research. Marketing Letters 21 (Sep 2010):273-285.

Draganska, Michaela, Klapper, Daniel, and Villas-Boas, Sofia, A Larger Slice or a Larger Pie? An Empirical Investigation of Bargaining Power in the Distribution Channel. Marketing Science 29 (Jan 2010):57-74.

Draganska, Michaela, Clark, Robert, and Doraszelski, Ulrich, The Effect of Advertising on Brand Awareness and Perceived Quality: An Empirical Investigation Using Panel Data. Quantitative Marketing and Economics 7 (Jun 2009):207-236.

Draganska, Michaela, Mazzeo, Michael, and Seim, Katja, Beyond Plain Vanilla: Modeling Joint Product Assortment and Pricing Decisions. Quantitative Marketing and Economics 7 (Jun 2009):105-146.

Draganska, Michaela, Misra, Sanjog, Aguirregabiria, Victor, Bajari, Pat, Einav, Liran, Ellickson, Paul, Horsky, Dan, Narayanan, Sridhar, Orhun, Yesim, Reiss, Peter, Seim, Katja, Singh, Vishal, Thomadsen, Raphael, and Zhu, Ting, Discrete Choice Models of Firms’ Strategic Decisions. Marketing Letters 19 (Dec 2008):399-416.

Draganska, Michaela, Berger, Jonah, and Simonson, Itamar, The Influence of Variety on Brand Perceptions, Choice, and Experience. Marketing Science 26 (Jul 2007):460-472.

Draganska, Michaela, and Klapper, Daniel, Retail Environment and Manufacturer Competitive Intensity. Journal of Retailing 83 (Apr 2007):183-198.

Draganska, Michaela, and Doraszelski, Ulrich, Market Segmentation Strategies of Multiproduct Firms. The Journal of Industrial Economics 54 (Mar 2006):125-149.

Draganska, Michaela, and Jain, Dipak, Consumer Preferences and Product-line Pricing Strategies: An Empirical Analysis. Marketing Science 25 (Mar 2006):164-174.

Draganska, Michaela, DUBE, JEAN-PIERRE, Sudhir, K., CHING, ANDREW, CRAWFORD, GREGORY S., FOX, JEREMY T., HARTMANN, WESLEY, HITSCH, GUNTER J., VIARD, V. BRIAN, VILLAS-BOAS, MIGUEL, and VILCASSIM, NAUFEL, Recent Advances in Structural Econometrics Modeling: Dynamics, Product Positioning and Entry. Marketing Letters 16 (Dec 2005):209-224.

Draganska, Michaela, and Jain, Dipak, Product‐Line Length as a Competitive Tool. Journal of Economics and Management Strategy 14 (Mar 2005):1-28.

Draganska, Michaela, and Jain, Dipak, A Likelihood Approach to Estimating Market Equilibrium Models. Management Science 50 (May 2004):605-616.