| On the evaluation of structural equation models RP Bagozzi, Y Yi Journal of the academy of marketing science 16, 74-94, 1988 | 39235 | 1988 |
| Assessing construct validity in organizational research RP Bagozzi, Y Yi, LW Phillips Administrative science quarterly, 421-458, 1991 | 9623 | 1991 |
| Specification, evaluation, and interpretation of structural equation models RP Bagozzi, Y Yi Journal of the academy of marketing science 40, 8-34, 2012 | 4919 | 2012 |
| A critical review of consumer satisfaction Y Yi Review of Marketing 4 (1), 68-123, 1990 | 4442 | 1990 |
| Customer value co-creation behavior: Scale development and validation Y Yi, T Gong Journal of Business research 66 (9), 1279-1284, 2013 | 2197 | 2013 |
| Effects of loyalty programs on value perception, program loyalty, and brand loyalty Y Yi, H Jeon Journal of the academy of marketing science 31 (3), 229-240, 2003 | 1492 | 2003 |
| Multitrait-multimethod matrices in consumer research RP Bagozzi, Y Yi Journal of consumer research 17 (4), 426-439, 1991 | 1253 | 1991 |
| What influences the relationship between customer satisfaction and repurchase intention? Investigating the effects of adjusted expectations and customer loyalty Y Yi, S La Psychology & Marketing 21 (5), 351-373, 2004 | 1154 | 2004 |
| On the use of structural equation models in experimental designs RP Bagozzi, Y Yi Journal of marketing Research 26 (3), 271-284, 1989 | 1025 | 1989 |
| State versus action orientation and the theory of reasoned action: An application to coupon usage RP Bagozzi, H Baumgartner, Y Yi Journal of consumer research 18 (4), 505-518, 1992 | 881 | 1992 |
| An investigation into the role of intentions as mediators of the attitude-behavior relationship RP Bagozzi, J Baumgartner, Y Yi Journal of Economic psychology 10 (1), 35-62, 1989 | 827 | 1989 |
| When brand attitudes affect the customer satisfaction-loyalty relation: The moderating role of product involvement JC Suh, Y Youjae Journal of consumer psychology 16 (2), 145-155, 2006 | 824 | 2006 |
| Assessing method variance in multitrait-multimethod matrices: The case of self-reported affect and perceptions at work. RP Bagozzi, Y Yi Journal of applied psychology 75 (5), 547, 1990 | 778 | 1990 |
| Cognitive and affective priming effects of the context for print advertisements Y Yi Journal of advertising 19 (2), 40-48, 1990 | 776 | 1990 |
| The role of culture and gender in the relationship between positive and negative affect RP Bagozzi, N Wong, Y Yi Cognition & Emotion 13 (6), 641-672, 1999 | 751 | 1999 |
| Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention Y Yi, R Nataraajan, T Gong Journal of Business Research 64 (1), 87-95, 2011 | 577 | 2011 |
| The degree of intention formation as a moderator of the attitude-behavior relationship RP Bagozzi, Y Yi Social psychology quarterly, 266-279, 1989 | 549 | 1989 |
| Representation of measurement error in marketing variables: Review of approaches and extension to three-facet designs RP Bagozzi, Y Yi, KD Nassen Journal of Econometrics 89 (1-2), 393-421, 1998 | 439 | 1998 |
| The effects of contextual priming in print advertisements Y Yi Journal of Consumer Research 17 (2), 215-222, 1990 | 438 | 1990 |
| The effects of customer justice perception and affect on customer citizenship behavior and customer dysfunctional behavior Y Yi, T Gong Industrial Marketing Management 37 (7), 767-783, 2008 | 419 | 2008 |