| Who is the fairest of them all? An attributional approach to price fairness perceptions R Vaidyanathan, P Aggarwal Journal of Business Research 56 (6), 453-463, 2003 | 417 | 2003 |
| Strategic brand alliances: implications of ingredient branding for national and private label brands R Vaidyanathan, P Aggarwal Journal of product & brand management 9 (4), 214-228, 2000 | 387 | 2000 |
| Use it or lose it: purchase acceleration effects of time‐limited promotions P Aggarwal, R Vaidyanathan Journal of Consumer Behaviour: An International Research Review 2 (4), 393-403, 2003 | 234 | 2003 |
| Using commitments to drive consistency: enhancing the effectiveness of cause‐related marketing communications R Vaidyanathan, P Aggarwal Journal of Marketing Communications 11 (4), 231-246, 2005 | 86 | 2005 |
| Using lexical semantic analysis to derive online brand positions: An application to retail marketing research P Aggarwal, R Vaidyanathan, A Venkatesh Journal of Retailing 85 (2), 145-158, 2009 | 76 | 2009 |
| The wretched refuse of a teeming shore? A critical examination of the quality of undergraduate marketing students P Aggarwal, R Vaidyanathan, L Rochford Journal of Marketing Education 29 (3), 223-233, 2007 | 67 | 2007 |
| Interdependent self-construal in collectivist cultures: Effects on compliance in a cause-related marketing context R Vaidyanathan, P Aggarwal, W Kozłowski Journal of Marketing Communications 19 (1), 44-57, 2013 | 62 | 2013 |
| Type IV error in marketing research: The investigation of ANOVA interactions UN Umesh, RA Peterson, M McCann-Nelson, R Vaidyanathan Journal of the Academy of Marketing Science 24, 17-26, 1996 | 62 | 1996 |
| Using brand alliances with artists to expand retail brand personality P Kim, R Vaidyanathan, H Chang, L Stoel Journal of Business Research 85, 424-433, 2018 | 51 | 2018 |
| Eliciting online customers’ preferences: Conjoint vs self-explicated attribute-level measurements P Aggarwal, R Vaidyanathan Journal of Marketing Management 19 (1-2), 157-177, 2003 | 49 | 2003 |
| An exploratory investigation of computer simulations, student preferences, and performance R Vaidyanathan, L Rochford Journal of Education for Business 73 (3), 144-149, 1998 | 44 | 1998 |
| The role of brand familiarity in internal reference price formation: an accessibility-diagnosticity perspective R Vaidyanathan Journal of Business and Psychology 14, 605-624, 2000 | 40 | 2000 |
| Perceived effectiveness of recommendation agent routines: search vs. experience goods P Aggarwal, R Vaidyanathan International Journal of Internet Marketing and Advertising 2 (1-2), 38-55, 2005 | 38 | 2005 |
| The perceived effectiveness of virtual shopping agents for search vs. experience goods P Aggarwal, R Vaidyanathan ACR North American Advances, 2003 | 38 | 2003 |
| Deal evaluation and purchase intention: the impact of aspirational and market‐based internal reference prices R Vaidyanathan, P Aggarwal, DE Stem Jr, DD Muehling, UN Umesh Journal of Product & Brand Management 9 (3), 179-192, 2000 | 37 | 2000 |
| The hot seat: Profiling the marketing department chair P Aggarwal, L Rochford, R Vaidyanathan Journal of Marketing Education 31 (1), 40-51, 2009 | 26 | 2009 |
| The impact of shopping agents on small business E-commerce strategy R Vaidyanathan, P Aggarwal Journal of Small Business Strategy (archive only) 13 (1), 62-79, 2002 | 24 | 2002 |
| Managerial and public attitudes toward ethics in marketing research P Aggarwal, R Vaidyanathan, S Castleberry Journal of Business Ethics 109, 463-481, 2012 | 23 | 2012 |
| Artist-Brand alliances to target new consumers: can visual artists recruit new consumers to a brand? P Kim, H Chang, R Vaidyanathan, L Stoel Journal of Product & Brand Management 27 (3), 308-319, 2018 | 19 | 2018 |
| Is font size a big deal? A transaction–acquisition utility perspective on comparative price promotions P Aggarwal, R Vaidyanathan Journal of Consumer Marketing 33 (6), 408-416, 2016 | 18 | 2016 |
