| Intrinsic motivations, self-esteem, and luxury goods consumption Y Truong, R McColl Journal of retailing and consumer services 18 (6), 555-561, 2011 | 629 | 2011 |
| New luxury brand positioning and the emergence of Masstige brands Y Truong, R McColl, PJ Kitchen Journal of Brand Management 16 (5), 375-382, 2009 | 622 | 2009 |
| Status and conspicuousness–are they related? Strategic marketing implications for luxury brands Y Truong, G Simmons, R McColl, PJ Kitchen Journal of strategic marketing 16 (3), 189-203, 2008 | 483 | 2008 |
| Perceived intrusiveness in digital advertising: strategic marketing implications Y Truong, G Simmons Journal of strategic marketing 18 (3), 239-256, 2010 | 264 | 2010 |
| Personal aspirations and the consumption of luxury goods Y Truong International Journal of Market Research 52 (5), 655-673, 2010 | 251 | 2010 |
| Uncovering the relationships between aspirations and luxury brand preference Y Truong, R McColl, PJ Kitchen Journal of Product & Brand Management 19 (5), 346-355, 2010 | 203 | 2010 |
| An exploration of business model development in the commercialization of technology innovations V Dmitriev, G Simmons, Y Truong, M Palmer, D Schneckenberg R&D Management 44 (3), 306-321, 2014 | 185 | 2014 |
| Practitioners’ perceptions of advertising strategies for digital media Y Truong, R McColl, P Kitchen International Journal of Advertising 29 (5), 709-725, 2010 | 181 | 2010 |
| A cross-country study of consumer innovativeness and technological service innovation Y Truong Journal of Retailing and Consumer Services 20 (1), 130-137, 2013 | 180 | 2013 |
| Inscribing value on business model innovations: Insights from industrial projects commercializing disruptive digital innovations G Simmons, M Palmer, Y Truong Industrial Marketing Management 42 (5), 744-754, 2013 | 160 | 2013 |
| An evaluation of the theory of planned behaviour in consumer acceptance of online video and television services Y Truong Truong, Y.(2009). An evaluation of the theory of planned behaviour in …, 2008 | 160 | 2008 |
| Microfoundations of innovative capabilities: The leverage of collaborative technologies on organizational learning and knowledge management in a multinational corporation D Schneckenberg, Y Truong, H Mazloomi Technological Forecasting and Social Change 100, 356-368, 2015 | 147 | 2015 |
| Managing i‐branding to create brand equity G Simmons, B Thomas, Y Truong European Journal of Marketing 44 (9/10), 1260-1285, 2010 | 133 | 2010 |
| Branding strategies for high-technology products: The effects of consumer and product innovativeness Y Truong, RR Klink, G Simmons, A Grinstein, M Palmer Journal of Business Research 70, 85-91, 2017 | 129 | 2017 |
| Reciprocal value propositions in practice: Constraints in digital markets Y Truong, G Simmons, M Palmer Industrial Marketing Management 41 (1), 197-206, 2012 | 127 | 2012 |
| Understanding the impact of symbolic and substantive environmental actions on organizational reputation Y Truong, H Mazloomi, P Berrone Industrial Marketing Management 92, 307-320, 2021 | 123 | 2021 |
| Consumer response to product form in technology‐based industries Y Truong, RR Klink, L Fort‐Rioche, GA Athaide Journal of Product Innovation Management 31 (4), 867-876, 2014 | 97 | 2014 |
| The effects of collectivism and polychronic time orientation on online social interaction and shopping behavior: A comparative study between China and France DL Xu-Priour, Y Truong, RR Klink Technological Forecasting and Social Change 88, 265-275, 2014 | 91 | 2014 |
| The impact of technological green new product introductions on firm profitability M Palmer, Y Truong Ecological Economics 136, 86-93, 2017 | 81 | 2017 |
| Customers involvement and firm absorptive capacity in radical innovation: The case of technological spin-offs L Scaringella, RE Miles, Y Truong Technological Forecasting and Social Change 120, 144-162, 2017 | 79 | 2017 |
Mark PalmerProfessor of Marketing, Queen's University BelfastVerified email at qub.ac.uk