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• 1993Cultural Differences in Message Strategies: A Comparison between American and Japanese TV Commercials165 cited
• 1996Using consumption constellations to develop integrated communications strategies67 cited
• 2003The effect of advertising on the market value of firms: Empirical evidence from the Super Bowl ads54 cited
• 2007Relationship of Brand Identity and Image50 cited
• 1996The Financial Implications of Advertising as an Investment42 cited
• 2000What is this thing called 'ambient advertising'?24 cited
• 1998The Effects of Cognitive and Affective Program Involvement on Cognitive and Affective Ad Involvement22 cited
• 2000Global Advertising Practices19 cited
• 1997Advertising budgeting practices in agribusiness: The case of farmer cooperatives18 cited
• 1996Mail advertising and consumer behavior17 cited
• 2005Perceptions of Interactivity and Consumer Control in Marketing Communications16 cited
• 1993Partnering Knowledge and Experience: The Business Classroom as Laboratory14 cited
• 1996Use and impact of direct mail in the context of integrated marketing communications: U.S. congressional campaigns in 1982 and 199014 cited
• 2012Comparative Effectiveness of Radio, Print and Web Advertising