| Scarcity messages P Aggarwal, SY Jun, JH Huh Journal of Advertising 40 (3), 19-30, 2011 | 597 | 2011 |
| Social loafing on group projects: Structural antecedents and effect on student satisfaction P Aggarwal, CL O'Brien Journal of marketing education 30 (3), 255-264, 2008 | 540 | 2008 |
| Who is the fairest of them all? An attributional approach to price fairness perceptions R Vaidyanathan, P Aggarwal Journal of Business Research 56 (6), 453-463, 2003 | 454 | 2003 |
| Strategic brand alliances: implications of ingredient branding for national and private label brands R Vaidyanathan, P Aggarwal Journal of product & brand management 9 (4), 214-228, 2000 | 398 | 2000 |
| Salesperson empathy and listening: Impact on relationship outcomes P Aggarwal, SB Castleberry, R Ridnour, CD Shepherd Journal of Marketing Theory and Practice 13 (3), 16-31, 2005 | 305 | 2005 |
| Use it or lose it: purchase acceleration effects of time‐limited promotions P Aggarwal, R Vaidyanathan Journal of Consumer Behaviour: An International Research Review 2 (4), 393-403, 2003 | 253 | 2003 |
| Barriers to the adoption of really‐new products and the role of surrogate buyers P Aggarwal, T Cha, D Wilemon Journal of Consumer Marketing 15 (4), 358-371, 1998 | 170 | 1998 |
| Using commitments to drive consistency: enhancing the effectiveness of cause‐related marketing communications R Vaidyanathan, P Aggarwal Journal of Marketing Communications 11 (4), 231-246, 2005 | 95 | 2005 |
| Decision delegation: A conceptualization and empirical investigation P Aggarwal, T Mazumdar Psychology & Marketing 25 (1), 71-93, 2008 | 86 | 2008 |
| Using lexical semantic analysis to derive online brand positions: An application to retail marketing research P Aggarwal, R Vaidyanathan, A Venkatesh Journal of Retailing 85 (2), 145-158, 2009 | 80 | 2009 |
| Asymmetric price competition and store vs national brand choice P Aggarwal, T Cha Journal of Product & Brand Management 7 (3), 244-253, 1998 | 80 | 1998 |
| The customer is king: culture-based unintended consequences of modern marketing CS Kim, P Aggarwal Journal of Consumer Marketing 33 (3), 193-201, 2016 | 77 | 2016 |
| The wretched refuse of a teeming shore? A critical examination of the quality of undergraduate marketing students P Aggarwal, R Vaidyanathan, L Rochford Journal of Marketing Education 29 (3), 223-233, 2007 | 68 | 2007 |
| Interdependent self-construal in collectivist cultures: Effects on compliance in a cause-related marketing context R Vaidyanathan, P Aggarwal, W Kozłowski Journal of Marketing Communications 19 (1), 44-57, 2013 | 65 | 2013 |
| The burden of identity: responding to product boycotts in the Middle East K Knudsen, P Aggarwal, A Maamoun Journal of Business & Economics Research 6 (11), 17-26, 2008 | 58 | 2008 |
| Eliciting online customers’ preferences: Conjoint vs self-explicated attribute-level measurements P Aggarwal, R Vaidyanathan Journal of Marketing Management 19 (1-2), 157-177, 2003 | 49 | 2003 |
| Perceived effectiveness of recommendation agent routines: search vs. experience goods P Aggarwal, R Vaidyanathan International Journal of Internet Marketing and Advertising 2 (1-2), 38-55, 2005 | 41 | 2005 |
| Deal evaluation and purchase intention: the impact of aspirational and market-based internal reference prices R Vaidyanathan, P Aggarwal, DE Stem Jr Journal of Product & Brand Management 9, 179-192, 0 | 41* | |
| The perceived effectiveness of virtual shopping agents for search vs. experience goods P Aggarwal, R Vaidyanathan ACR North American Advances, 2003 | 40 | 2003 |
| Value co-creation: factors affecting discretionary effort exertion P Aggarwal, AK Basu Services Marketing Quarterly 35 (4), 321-336, 2014 | 34 | 2014 |
