Larisa Ertekin is a Ph.D. candidate in Business Administration-Marketing at the Mays Business School of Texas A&M. She holds an MBA degree from Sabanci University; and an MS degree in Marketing from Texas A&M University. Her research interests lie in the area of brand management, product innovation and interface between marketing, finance and law. Her dissertation examines the effect of different branding decisions on firm value and firm performance.
In her first essay, Larisa analyzes firms’ decision to launch a new brand, extend an existing brand, or create a sub-brand when introducing new products. She proposes a theoretical framework that organizes the determinants of this decision and empirically tests it on a large sample of new product introductions in the Consumer Packaged Goods industry. In her second essay, Larisa examines trademark infringement threats that brands face in the marketplace and analyzes the financial consequences of firms’ decision to protect their brands in court. She leverages an event study of trademark lawsuit filings to examine the short and long term consequences of defending brands from marketplace attacks.
Journal of the Academy of Marketing Science