Masakazu Ishihara
Masakazu Ishihara
Associate Professor of Marketing, NYU Stern
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Predicting advertising success beyond traditional measures: New insights from neurophysiological methods and market response modeling
V Venkatraman, A Dimoka, PA Pavlou, K Vo, W Hampton, B Bollinger, ...
Journal of Marketing Research 52 (4), 436-452, 2015
The effects of detailing on prescribing decisions under quality uncertainty
A Ching, M Ishihara
QME 8 (2), 123-165, 2010
Measuring the informative and persuasive roles of detailing on prescribing decisions
AT Ching, M Ishihara
Management Science 58 (7), 1374-1387, 2012
Overcoming the illegitimacy discount: Cultural entrepreneurship in the US feature film industry
EY Zhao, M Ishihara, M Lounsbury
Organization Studies 34 (12), 1747-1776, 2013
Dynamic demand for new and used durable goods without physical depreciation: The case of japanese video games
M Ishihara, AT Ching
Marketing Science 38 (3), 392-416, 2019
Dynamic demand for new and used durable goods without physical depreciation: The case of Japanese video games
M Ishihara, A Ching
Rotman School of Management Working Paper, 2016
Optimal distinctiveness in the console video game industry: An exemplar-based model of proto-category evolution
EY Zhao, M Ishihara, PD Jennings, M Lounsbury
Organization Science 29 (4), 588-611, 2018
A practitioner’s guide to bayesian estimation of discrete choice dynamic programming models
AT Ching, S Imai, M Ishihara, N Jain
Quantitative Marketing and Economics 10 (2), 151-196, 2012
Strategic entrepreneurship's dynamic tensions: converging (diverging) effects of experience and networks on market entry timing and entrant performance
EY Zhao, M Ishihara, PD Jennings
Journal of Business Venturing 35 (2), 105933, 2020
Identification of Dynamic Models of Rewards Programme
AT Ching, M Ishihara
The Japanese Economic Review 69 (3), 306-323, 2018
A dynamic structural model of endogenous consumer reviews in durable goods markets
Y Liu, M Ishihara
Available at SSRN 2728524, 2017
Dynamic demand for new and used durable goods without physical depreciation
M Ishihara
A computationally efficient fixed point approach to dynamic structural demand estimation
Y Sun, M Ishihara
Journal of Econometrics 208 (2), 563-584, 2019
Bayesian estimation of finite-horizon discrete choice dynamic programming models
M Ishihara, AT Ching
Available at SSRN 2837384, 2016
Counter-cyclical price promotion: Capturing seasonal category expansion under endogenous consumption
M Kwon, T Erdem, M Ishihara
Available at SSRN 3138863, 2018
Accounting for Causality When Measuring Sales Lift from Television Advertising: Television Campaigns Are Shown To Be More Effective for Lighter Brand Users
H Assael, M Ishihara, BJ Kim
Journal of Advertising Research 61 (1), 3-11, 2021
Software piracy and outsourcing in two-sided markets
M Ishihara, E Muller
Quantitative Marketing and Economics 18 (1), 61-124, 2020
Is Early Product Release Preannouncement a Signal for High Product Quality?
M Ishihara, BJ Kim
Available at SSRN 3206451, 2018
Balancing Exclusivity and Accessibility: Patterns of Brand and Product Line Extension Strategies in the Fashion Luxury Industry
M Ishihara, Q Zhang
Luxury 4 (1), 31-57, 2017
Peer Effects in Adoption and Usage of Crowdfunding Platforms: Evidence from United States Public School Teachers
BJ Kim, M Ishihara, V Singh
University of Britsh Columbia, working paper, 2018
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