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• 1999Observable Oral Participation in the Servuction System85 cited
• 1983Convergent and Discriminant Validity of Television Commercial Rating Scales62 cited
• 1998Marketing Dèjá Vu: The Discovery of Integrated Marketing Communications56 cited
• 1999Consumer perceptions of mentioned product and brand attributes in magazine advertising48 cited
• 1985Is it Always as Simple as “Keep it Simple!”?34 cited
• 2001The Development of a Consumer/Customer-Derived Generic Typology of Positioning Strategies31 cited
• 1998Communication in the salesperson/customer dyad: an empirical investigation26 cited
• 1987Strategies for promoting technology transfer to the private sector19 cited
• 2011Effect of Selected Marketing Communication Tools on Student Enrolment in Private Universities in Kenya18 cited
• 2001Direct and indirect effects of generic advertising: A model with application to salmon17 cited
• 1994The attention paid to new book releases on a display table14 cited
• 2006Communication processes in critical systems: dialogues concerning communications13 cited
• 2006Um estudo sobre o comportamento do consumidor ambientalmente favorável: uma verificação na região do ABC paulista12 cited