Larisa Kovalenko Ph.D.
Assistant Professor, Marketing
Contact
- BB 4.06.32
- 210-458-6330
- larisa.kovalenko@utsa.edu
Bio
Dr. Larisa Kovalenko is an Assistant Professor of marketing at the Alvarez College of Business University of Texas at San Antonio (UTSA). Prior to joining UTSA, she served as an Assistant Professor at Boston College. She received her Ph.D. from Texas A&M University.
Dr. Kovalenko’s 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. Her research has appeared in the Journal of Marketing and the Journal of the Academy of Marketing Science.
Research Interests
- Marketing-finance interface
- Brand management
- IP protection of brands
- Product innovation
Degrees
- Ph.D. Texas A&M University
- M.S. Texas A&M University
- MBA Sabanci University
- B.A. Pyatigorsk State University
Publications
- Kovalenko, Larisa, Alina Sorescu and Mark Houston (2021), “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
- Featured in the Harvard Business Review Idea Watch article “The Best Way to Name a New Product”, Jan-Feb 2023
- 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.
