Larisa Kovalenko

Larisa Kovalenko’s main research interests lie in the area of brand management, brand valuation, IP protection of brands, and product innovation. She studies managerial responses to negative events affecting the brand and quantifies the financial implications of firms’ branding decisions and marketing actions. Dr. Kovalenko's research has appeared in the Journal of Marketing and the Journal of the Academy of Marketing Science.

SELECTED APPOINTMENTS AND AWARDS

• 2018 Dean’s Research Excellence Award, Mays Business School, Texas A&M University
• 2018 Marketing Strategy Consortium Fellow, University of Missouri
• 2017 ISBM Doctoral Consortium Fellow
• 2017 University of Houston Doctoral Symposium Presenter
• 2016 Sheth AMA Doctoral Consortium Fellow, University of Notre Dame
• 2016 Academy of Marketing Science (AMS) Doctoral Consortium Fellow
• 2013-2018 Mays Business School Department of Marketing Fellowship
• 2012 Aggie Spirit Award, Texas A&M University
• 2009-2011 Sabanci School of Management Full Scholarship

PUBLICATIONS

• Kovalenko, Larisa, Alina Sorescu and Mark Houston, “What Brand Do I Use for My New Product? The Impact of New Product Branding Decisions on Firm Value",” Journal of the Academy of Marketing Science, forthcoming.
• Ertekin, Larisa, Alina Sorescu and Mark Houston (2018), “Hands off My Brand! The Financial Consequences of Protecting Brands through Trademark Infringement Lawsuits,” Journal of Marketing, 82(5),45-65.
• Sorescu Alina, Nooshin Warren and Larisa Ertekin (2017), “Event Study Methodology in the Marketing Literature: An Overview,” Journal of the Academy of Marketing Science, 54(2), 186-207.

EDUCATION

• B.A., Pyatigorsk State University, Novorossiysk, Russia
• M.B.A., Sabanci University, Istanbul, Turkey
• M.S., Marketing, Texas A&M University
• Ph.D., Texas A&M University

RESEARCH INTERESTS

marketing strategy; brand protection; and brand valuation, product innovation.