| The theory of buyer behavior JA Howard John Willey & Sons 145, 1969 | 11193 | 1969 |
| Why we buy what we buy: A theory of consumption values JN Sheth, BI Newman, BL Gross Journal of business research 22 (2), 159-170, 1991 | 8107 | 1991 |
| Relationship marketing in consumer markets: antecedents and consequences JN Sheth, A Parvatlyar Journal of the Academy of marketing Science 23 (4), 255-271, 1995 | 3703 | 1995 |
| Impact of Covid-19 on consumer behavior: Will the old habits return or die? J Sheth Journal of business research 117, 280-283, 2020 | 2645 | 2020 |
| The evolution of relationship marketing JN Sheth, A Parvatiyar International business review 4 (4), 397-418, 1995 | 2257 | 1995 |
| Consumer resistance to innovations: the marketing problem and its solutions S Ram, JN Sheth Journal of consumer marketing 6 (2), 5-14, 1989 | 2146 | 1989 |
| Mindful consumption: A customer-centric approach to sustainability JN Sheth, NK Sethia, S Srinivas Journal of the academy of marketing science 39, 21-39, 2011 | 1790 | 2011 |
| A model of industrial buyer behavior JN Sheth Journal of marketing 37 (4), 50-56, 1973 | 1788 | 1973 |
| The antecedents and consequences of customer-centric marketing JN Sheth, RS Sisodia, A Sharma Journal of the Academy of marketing Science 28, 55-66, 2000 | 1593 | 2000 |
| Marketing theory: evolution and evaluation JN Sheth, DM Gardner, DE Garrett John Wiley & Sons, 1991 | 1578 | 1991 |
| Comportamento do cliente: indo além do comportamento do consumidor JN Sheth, B Mittal, BI Newman Atlas, 2008 | 1530 | 2008 |
| Customer relationship management: Emerging practice, process, and discipline. A Parvatiyar, JN Sheth Journal of Economic & Social Research 3 (2), 2001 | 1521 | 2001 |
| Impact of emerging markets on marketing: Rethinking existing perspectives and practices JN Sheth Journal of marketing 75 (4), 166-182, 2011 | 1445 | 2011 |
| Consumption values and market choices: Theory and applications JN Sheth South-western Publishing co, 1991 | 1351 | 1991 |
| Customer behavior: consumer behavior and beyond JN Sheth Dryden, 1999 | 1219 | 1999 |
| Handbook of relationship marketing A Parvatiyar, JN Sheth Sage Publications, 1999 | 1031 | 1999 |
| Firms of endearment: How world-class companies profit from passion and purpose R Sisodia, D Wolfe, JN Sheth Pearson Prentice Hall, 2003 | 919 | 2003 |
| The domain and conceptual foundations of relationship marketing A Parvatiyar, JN Sheth Handbook of relationship marketing, 3-38, 2000 | 880 | 2000 |
| Psychology of innovation resistance: The less developed concept (LDC) in diffusion research JN Sheth, WH Stellner College of Commerce and Business Administration, University of Illinois at …, 1979 | 816 | 1979 |
| Supplier relationships: emerging issues and challenges JN Sheth, A Sharma Industrial Marketing Management 26 (2), 91-100, 1997 | 715 | 1997 |