Sharma, Ashita Aggarwal; Rao, Vithala R.; Popli, Sapna. "Measurement of Consumer-Based Brand Equity for Indian Business Schools" Journal of Marketing for Higher Education 23.2 (2013): 175-203.
Yuan, Hong; Gomez, Miguel; Rao, Vithala R.. "Trade Promotion Decisions Under Demand Uncertainty: A Market Experiment Approach" Management Science 59.7 (2013): 1709-1724.
Fang, Xiang; Gavirneni, Nagesh; Rao, Vithala R.. "Supply Chains in the Presence of Store Brands" European Journal of Operational Research 224.4 (2013): 392403.
Chung, Jaihak; Rao, Vithala R.. "A General Consumer Preference Model for Experience Products: Application to Internet Recommendation Services" Journal of Marketing Research 49.3 (2012): 289-305.
Narayan, Vishal; Rao, Vithala R.; Saunders, Carolyne. "How Peer Influence Affects Attribute Preferences: A Bayesian Updating Mechanism" Marketing Science 30.2 (2011): 368-384.
DeSarbo, Wayne; Park, Joonwook; Rao, Vithala R.. "Deriving joint space positioning maps from consumer preference ratings" Marketing Letters 22.1 (2011): 1-14.
Su, Meng; Rao, Vithala R.. "Timing decisions of new product preannouncement and launch with competition" International Journal of Production Economics 129.1 (2011): 51-64.
Su, Meng; Rao, Vithala R.. "New Product Preannouncement as a Signaling Strategy: An Audience-Specific Review and Analysis" Journal of Product Innovation Management 27.5 (2010): 658672.
Ding, Min; Ross, Jr., William T.; Rao, Vithala R.. "Price as an Indicator of Quality: Implications for Utility and Demand Functions" Journal of Retailing 86.1 (2010): 69-84.
Netzer, Oded; Toubia, Olivier; Bradlow, Eric T; Dahan, Ely; Evgeniou, Theodoros; Feinberg, Fred M; Feit, Eleanor M; Hui, Sam K; Johnson, Joseph; Liechty, John C; Orlin, James B; Rao, Vithala R.. "Beyond Conjoint Analysis: Advances in Preference Measurement" Marketing Letters 19.4-Mar (2008): 337-354.
Rao, Vithala R.. "Methods for Handling Massive Numbers of Attributes in Conjoint Analysis" Review of Marketing Research 5 (2008): 104-129.
Park, Young-Hoon; Ding, Min; Rao, Vithala R.. "Eliciting Preference for Complex Products: A Web-Based Upgrading Method" Journal of Marketing Research 45.5 (2008): 562-574.
Gomez, Miguel; Rao, Vithala R.; McLaughlin, Edward W.. "Empirical Analysis of Budget and Allocation of Trade Promotions in the U.S. Supermarket Industry" Journal of Marketing Research 44.3 (2007): 410-424.
Leone, Robert P.; Rao, Vithala R.; Keller, Kevin Lane; Luo, Anita Man; McAlister, Leigh; Srivastava, Rajendra. "Linking Brand Equity to Customer Equity" Journal of Service Research 9.2 (2006): 125-138.
Sudhir, Karunakaran; Rao, Vithala R.. "Do Slotting Allowances Enhance Efficiency or Hinder Competition?" Journal of Marketing Research 43.2 (2006): 137-155.
Rao, Vithala R.; Sudhir, K. "Slotting allowances prove to be matter of efficiency" Marketing News 40.8 (2006): 34-28.
Seetharaman, P. B.; Chib, Siddhartha; Ainslie, Andrew; Boatwright, Peter; Chan, Tat; Gupta, Sachin; Mehta, Nitin; Rao, Vithala R.; Strijnev, Andrei. "Models of Multi-Category Choice Behavior" Marketing Letters 16.4-Mar (2005): 239-254.
Rao, Vithala R.. "Comments on Conjoint Analysis with Partial Profiles" Journal of Marketing Research 41.4 (2004): 388-389.
Rao, Vithala R.; Agarwal, Manoj; Dahlhoff, Denise. "How Is Manifest Branding Strategy Related to the Intangible Value of a Corporation?" Journal of Marketing 68.4 (2004): 126-141.
Rao, Vithala R.; Coughlan, Anne T.. "Recruiting Rookie Faculty: School, Candidate, Competition" Asian Journal of Marketing 9.1 (2003)
Chung, Jaihak; Rao, Vithala R.. "A general choice model for bundles with multiple-category products: Application to market segmentation and optimal pricing for bundles" Journal of Marketing Research 40.2 (2003): 115-130.
Elrod, Terry; Russell, Gary J.; Shocker, Allan D.; Andrews, Rick L.; Bacon, Lynd; Bayus, Barry L.; Carroll, J. Douglas; Johnson, Richard M.; Kamakura, Wagner A.; Lenk, Peter; Mazanec, Josef A.; Rao, Vithala R.; Shankar, Venkatesh. "Inferring Market Structure from Customer Response to Competing and Complementary Products" Marketing Letters 13.3 (2002): 221-232.
Weizhong, Jiang; Chekitan, S. Dev; Rao, Vithala R.. "Brand Extension and Customer Loyalty: Evidence from the Lodging Industry" Cornell Hospitality Quarterly 43.4 (2002): 5-16.
Barth, Joachim E.; Rao, Vithala R.. "Application of a Balanced Satiation Model to Meal Bundle Utility" International Journal of Hospitality & Tourism Administration 3.4 (2002): 25-41.
Kadiyali, Vrinda; Sudhir, K.; Rao, Vithala R.. "Structural Analysis of Competitive Behavior: New Empirical Industrial Organization Methods in Marketing" International Journal of Research in Marketing 18.1 (2001): 161-186.
Bradlow, Eric T.; Rao, Vithala R.. "A Hierarchical Bayes Model for Assortment Choice" Journal of Marketing Research 37.2 (2000): 259-268.
Ben-Akiva, Moshe; McFadden, Daniel; Gaaumlurling; Gopinath, Dinesh; Walker, Joan; Bolduc, Denis; Börsch-Supan, Axel; Delquiéeacute, Philippe; Larichev, Oleg; Morikawa, Taka; Polydoropoulou, Amalia; Rao, Vithala R.. "Extended Framework for Modeling Choice Behavior" Marketing Letters 10.3 (1999): 187-203.
Haldar, Sudeep; Rao, Vithala R.. "A micro-analytic threshold model for the timing of first purchases of durable goods" Applied Economics 30.7 (1998): 959-974.
Rao, Vithala R.; McLaughlin, Edward William; Hawkes, Gerard Francis. "Supermarket Buyer Evaluations of Hypothetical New Products: An Empirical Analysis" Agribusiness 11.1 (1995): 21-33.
McLaughlin, Edward William; Rao, Vithala R.. "The Strategic Role of Supermarket Buyer Intermediaries in New Product Selection: Implications for Systemwide Efficiency" American Journal of Agricultural Economics 72.2 (1990): 358-370.
Rao, Vithala R.; McLaughlin, Edward William. "Modeling the Decision to Add New Products by Channel Intermediaries" Journal of Marketing 53.1 (1989): 80-88.
McLaughlin, Edward William; Rao, Vithala R.. "An exploratory modeling of the decision process of new product selection by supermarket buyers" Agribusiness 4.2 (1988): 177 - 185.
Su, Meng; Rao, Vithala R.. "A Continuous Conjoint Analysis for Adoption of New Products with Evolutional Attributes"
Eliashberg, Jehoshua D; Rao, Vithala R.; Shankar, S. "A Market Demand Model for a Preannounced Product"
Haldar, S; Rao, Vithala R.. "A Simultaneous Approach for Modeling Judgment and Choice"
Shah, Rajesh K; Rao, Vithala R.. "Bargaining Model for Allocation of Trade Promotion Budget"
Kartono, Benjamin; Rao, Vithala R.. "Brand Bundling: The Role of Brand Equity in Bundle Choice"
Kartono, Benjamin; Rao, Vithala R.. "Brand Equity Measurement: A Review and Integrative Framework"
Zhang, Natasha; Rao, Vithala R.; Yang, Sha. "Incorporating Consumer Reference Effects into a Conjoint Analysis"
Kartono, Benjamin; Rao, Vithala R.. "Linking Consumer-Based Brand Equity to Market Performance: An Integrated Approach to Brand Equity Management"
Rao, Vithala R.; Yu, Yu. "Measuring the Impact of Mergers on Innovation with a Matching Model"
Yu, Yu; Rao, Vithala R.. "Promoting Growth and Innovation through Acquisition: A Choice Modeling Approach"
Narayan, Vishal; Rao, Vithala R.; Sudhir, K.. "Should Modern Retail Target the Upper or Lower Middle Class: A Customer Selection Dilemma in Emerging Markets"
Basuroy, Sumon; Ravid, Abraham; Rao, Vithala R.. "What is Advertising Content Worth? Evidence from the Motion Pictures Industry"
Rao, Vithala R.; Narayan, Vishal; Sudhir, K.. "Who Patronizes Organized Retailers and Why? Evidence from an Emerging market"