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• 2019Reinventing a business model in industrial networks: Implications for customers' brand perceptions60 cited
• 2003Shattering the Myth of Costless Price Changes54 cited
• 2003Advertising and Promotion46 cited
• 2011The Effectiveness of Sales Promotion Tools among Indian Consumers: An Empirical Study38 cited
• 1992Does Advertising Work: A Review of the Evidence31 cited
• 2011Branding satisfaction in the airline industry: A comparative study of Malaysia Airlines and Air Asia26 cited
• 2004Should we expect less price rigidity in the digital economy?21 cited
• 2007Cause‐related marketing: a new perspective on achieving campaign objectives amongst fast moving consumer goods20 cited
• 2014The Economic Effects of Advertising20 cited
• 2017Buying Brands at Both Regular Price and on Promotion over Time18 cited
• 1994Dimensions of brand performance: Challenges for marketing management and managerial accountancy18 cited
• 2014Coupon redemption behaviour: a Malaysian cross-segment investigation17 cited
• 2008Effectiveness of marketing expenditures: A brand level case study16 cited
• 1997Promotional competitions as a strategic marketing weapon15 cited