| A cultural approach to branding in the global marketplace J Cayla, EJ Arnould Journal of international Marketing 16 (4), 86-112, 2008 | 490 | 2008 |
| Asian brands and the shaping of a transnational imagined community J Cayla, GM Eckhardt Journal of Consumer Research 35 (2), 216-230, 2008 | 440 | 2008 |
| Selling pain to the saturated self R Scott, J Cayla, B Cova Journal of Consumer Research 44 (1), 22-43, 2017 | 355 | 2017 |
| Inside marketing: Practices, ideologies, devices OUP Oxford, 2011 | 233* | 2011 |
| Ethnographic Stories for Market Leaning J Cayla, EJ Arnould Journal of Marketing, 1-51, 2013 | 221 | 2013 |
| Asian brands without borders: regional opportunities and challenges J Cayla, GM Eckhardt International Marketing Review 24 (4), 444-456, 2007 | 128 | 2007 |
| Re-conceptualizing escape in consumer research B Cova, A Carù, J Cayla Qualitative Market Research: An International Journal 21 (4), 445-464, 2018 | 113 | 2018 |
| Brand mascots as organisational totems J Cayla Journal of Marketing Management 16 (4), 86-112, 2013 | 94 | 2013 |
| Mapping the Play of Organizational Identity in Foreign Market Adaptation J Cayla, L Peñaloza Journal of Marketing 76 (6), 36-54, 2012 | 71 | 2012 |
| Consumer fetish: Commercial ethnography and the sovereign consumer EJ Arnould, J Cayla Organization Studies 36 (10), 1361-1386, 2015 | 65 | 2015 |
| Writing pictures/taking fieldnotes: towards a more visual and material ethnographic consumer research L Peñaloza, J Cayla Handbook of Qualitative Research Methods in Marketing, 279, 2006 | 60 | 2006 |
| Stories that Deliver Business Insights J Cayla, E Arnould, R Beers MIT Sloan Management Review 55 (2), 55-62, 2014 | 55* | 2014 |
| Language and power in India's “new services” J Cayla, K Bhatnagar Journal of Business Research 72, 189-198, 2017 | 37 | 2017 |
| Party time: Recreation rituals in the world of B2B J Cayla, B Cova, L Maltese Journal of Marketing Management 29 (11-12), 1394-1421, 2013 | 33 | 2013 |
| Global branding J Roberts, J Cayla The SAGE Handbook of International Marketing, 346-360, 2009 | 29 | 2009 |
| Following the Endorser's shadow: Shah Rukh Khan and the creation of the cosmopolitan Indian male J Cayla Advertising & Society Review 9 (2), 2008 | 27 | 2008 |
| Recognition in India’s new service professions: Gym trainers and coffee baristas M Baas, J Cayla Consumption Markets & Culture 23 (3), 223-240, 2020 | 25 | 2020 |
| Indian Consumer Kaun Hai? The Class-Based Grammar of Indian Advertising J Cayla, M Elson Journal of Macromarketing 32 (3), 295-308, 2012 | 25 | 2012 |
| Brand magnification: when brands help people reconstruct their lives G Fuschillo, J Cayla, B Cova European Journal of Marketing 56 (3), 768-798, 2022 | 23 | 2022 |
| Navigating contradictory logics in the field of luxury retailing JB Welté, J Cayla, E Fischer Journal of Retailing 98 (3), 510-526, 2022 | 20 | 2022 |
bernard covaProfessor of Marketing, Kedge Business SchoolCorreu electrònic verificat a kedgebs.com
