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What's in a Name?: Advertising and the Concept of Brands
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(2019)Risk, Return, and Equilibrium: Empirical Tests (1973)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Do independent hotels benefit from the presence of branded ones? (2017)The effect of customer participation on brand preference: Do hotel brand type and star rating matter? (2024)What is the short-term effect of advertising? (1971)When ads work: new proof that advertising triggers sales (1995)When Does Advertising Have an Impact? A Study of Tracking Data (1995)What Does Effective Frequency Mean in 1997? (1997)When ads work: new proof that advertising triggers sales (2007)Short-Term Effects of Advertising: Some Well-Established Empirical Law-Like Patterns (2009)
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  • 2002Executive Insights: The Impact of Linguistic Differences on International Brand Name Standardization: A Comparison of English and Chinese Brand Names of Fortune -500 Companies94 cited
  • 1990Advertising: Strong Force or Weak Force? Two Views an Ocean Apart65 cited
  • 2011The Brand Management Crisis Facing the Business of Journalism61 cited
  • 1992What are the Excellent Companies?55 cited
  • 2016A Comparison of the Performance of Brand-Affiliated and Unaffiliated Hotel Properties41 cited
  • 2005Comparative Effects of Organization–Public Relationships and Product‐related Attributes on Brand Attitude40 cited
  • 2001The nature of value created by UK online grocery retailers35 cited
  • 1995Single-Source Research Begins to Fulfill Its Promise35 cited
  • 1994Transnational Advertising Development and Management: An Account Planning Approach and a Process Framework33 cited
  • 2007Naming names: Trademark strategy and beyond: Part one—Selecting a brand name31 cited
  • 1994Setting Business Objectives and Measuring Performance29 cited
  • 2005Gestaltung der Markenpersönlichkeit mittels der „means-end“-Theorie27 cited
  • 1989Branding Terminology – The Real Debate25 cited
  • 2011Retail shopping lists: Reassessment and new insights

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24 cited
  • 2010The Codevelopment of Trademark Law and the Concept of Brand Marketing in the United States before 194620 cited
  • 2006Brand-Name Literature: Film Adaptation and Selznick International Pictures' Rebecca (1940)20 cited