| Travelers’ intention to adopt virtual reality: A consumer value perspective P Vishwakarma, S Mukherjee, B Datta Journal of Destination Marketing & Management 17, 100456, 2020 | 175 | 2020 |
| Role of electronic word-of-mouth content and valence in influencing online purchase behavior G Roy, B Datta, S Mukherjee Journal of Marketing Communications 25 (6), 661-684, 2019 | 153 | 2019 |
| Aspirational consumption at the bottom of pyramid: A review of literature and future research directions A Srivastava, S Mukherjee, C Jebarajakirthy Journal of Business Research 110, 246-259, 2020 | 110 | 2020 |
| Impact of the antecedents of electronic word of mouth on consumer based brand equity: a study on the hotel industry C Sijoria, S Mukherjee, B Datta Journal of Hospitality Marketing & Management 28 (1), 1-27, 2019 | 105 | 2019 |
| Impact of the antecedents of eWOM on CBBE C Sijoria, S Mukherjee, B Datta Marketing Intelligence & Planning 36 (5), 528-542, 2018 | 96 | 2018 |
| Effect of eWOM stimuli and eWOM response on perceived service quality and online recommendation G Roy, B Datta, S Mukherjee, R Basu Tourism Recreation Research 46 (4), 457-472, 2021 | 88 | 2021 |
| A measure of medical tourism destination brand equity G Das, S Mukherjee International Journal of Pharmaceutical and Healthcare Marketing 10 (1), 104-128, 2016 | 87 | 2016 |
| Exploring mobile banking service quality: a qualitative approach A Shankar, B Datta, C Jebarajakirthy, S Mukherjee Services Marketing Quarterly 41 (2), 182-204, 2020 | 81 | 2020 |
| The phenomenon of purchasing second-hand products by the BOP consumers S Mukherjee, B Datta, J Paul Journal of Retailing and Consumer Services 57, 102189, 2020 | 74 | 2020 |
| Forty-three years journey of Tourism Recreation Research: a bibliometric analysis P Vishwakarma, S Mukherjee Tourism recreation research 44 (4), 403-418, 2019 | 73 | 2019 |
| Quality of tourism destination–a scale development S Mukherjee, A Adhikari, B Datta Journal of Indian Business Research 10 (1), 70-100, 2018 | 68 | 2018 |
| Antecedents of adoption of virtual reality in experiencing destination: A study on the Indian consumers P Vishwakarma, S Mukherjee, B Datta Tourism Recreation Research 45 (1), 42-56, 2020 | 63 | 2020 |
| Constrained purchase decision-making process at the base of the pyramid N Choudhury, S Mukherjee, B Datta Journal of Consumer Marketing 36 (1), 178-188, 2019 | 46 | 2019 |
| Impact of perceived value on the online purchase intention of base of the pyramid consumers A Srivastava, S Mukherjee, B Datta, A Shankar International Journal of Consumer Studies 47 (4), 1291-1314, 2023 | 34 | 2023 |
| Retailer selection compulsion in the subsistence markets S Mukherjee, C Jebarajakirthy, B Datta Journal of Retailing and Consumer Services 52, 101904, 2020 | 33 | 2020 |
| Triggers of positive eWOM: Exploration with web analytics S Amed, S Mukherjee, P Das, B Datta Marketing Intelligence & Planning 37 (4), 433-450, 2019 | 32 | 2019 |
| Webrooming and showrooming: a multi-stage consumer decision process S Mukherjee, S Chatterjee Marketing Intelligence & Planning 39 (5), 649-669, 2021 | 29 | 2021 |
| Improvement in higher education quality of the North-East University of India P Das, S Mukherjee Total Quality Management & Business Excellence 28 (7-8), 765-781, 2017 | 24 | 2017 |
| Systematic review of eWOM literature in emerging economy using ACI framework G Roy, B Datta, S Mukherjee, AK Shrivastava International Journal of Emerging Markets 18 (11), 5195-5216, 2023 | 16 | 2023 |
| Qualitative explorations into customer based brand equity (CBBE) for medical tourism in India DG Roy, S Battacharya, S Mukherjee The Qualitative Report 23 (10), 2422-2452, 2018 | 16 | 2018 |