| ‘Masstige’marketing: A review, synthesis and research agenda A Kumar, J Paul, AB Unnithan Journal of Business Research 113, 384-398, 2020 | 458 | 2020 |
| Mass prestige value and competition between American versus Asian laptop brands in an emerging market—Theory and evidence A Kumar, J Paul International Business Review, 2018 | 162 | 2018 |
| Do brands make consumers happy?- A masstige theory perspective A Kumar, J Paul, S Starcevic Journal of Retailing and Consumer Services 58, 2020 | 137 | 2020 |
| Story of Aaker’s brand personality scale criticism A Kumar Spanish Journal of Marketing - ESIC, 2018 | 71 | 2018 |
| What we know and don’t know about consumer happiness: Three-decade review, synthesis, and research propositions N Dhiman, A Kumar Journal of Interactive Marketing 58 (2-3), 115-135, 2023 | 41 | 2023 |
| Aaker’s brand personality scale is not universal – Explanation and reasons for bikes in India VK Bishnoi, K Ajay Journal of Marketing Analytics 4 (1), 14-27, 2016 | 29 | 2016 |
| Consumers' relationship with mass prestige brands and happiness H Nobre, A Kumar, MN Kastanakis, J Paul European Management Review, 2022 | 27 | 2022 |
| Enhancing value in customer journey by considering the (ad)option of artificial intelligence tools N Dhiman, M Jamwal, A Kumar Journal of Business Research 167, 114142, 2023 | 12 | 2023 |
| Designing the marketspace for millennials: fun, functionality or risk? A Singh, A Kumar Journal of Marketing Analytics 9 (4), 311-327, 2021 | 11 | 2021 |
| Perceived influential aspects of TV advertising A Kumar, R Sharma Paradigm 21 (2), 192-210, 2017 | 8 | 2017 |
| Masstige marketing in 2023 and beyond: An introduction to the special issue on masstige marketing AB Unnithan, M Laroche, A Kumar International Journal of Consumer Studies 48 (2), e13018, 2024 | 1 | 2024 |
