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• 1998Marketing and the Vulnerable68 cited
• 1994A feminist poststructuralist analysis of the rhetoric of marketing relationships61 cited
• 1996Efficient Marketing Communication: Helping the Customer Learn45 cited
• 1999Relating to marketing? Why relationship marketing works for not‐for‐profit organisations44 cited
• 2019Understanding athlete brand life cycle43 cited
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• 2004Marketing orientation in construction firms: evidence from Turkish contractors34 cited
• 2004How Advertising Works: Alternative Situational and Attitudinal Explanations31 cited
• 2005An application of the style/involvement model to financial services27 cited
• 2011Analysis of the Relationship Between Perceived Security and Customer Trust and Loyalty in Online Shopping24 cited
• 2004Typen von Markenstrategien