| Factors affecting mobile payment adoption intention: An Indian perspective A Shankar, B Datta Global Business Review 19 (3_suppl), S72-S89, 2018 | 382 | 2018 |
| Assessing the effectiveness of authentic leadership B Datta International Journal of Leadership Studies 9 (1), 62-75, 2015 | 221 | 2015 |
| 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 |
| Perpetual asset management of customer-based brand equity-The PAM evaluator P Mishra, B Datta Current Research Journal of Social Sciences 3 (1), 34-43, 2011 | 164 | 2011 |
| 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 |
| 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 | 106 | 2019 |
| Effect of eWOM valence on online retail sales G Roy, B Datta, R Basu Global Business Review 18 (1), 198-209, 2017 | 102 | 2017 |
| Impact of retailer personality on consumer‐based retailer equity: An empirical study of retail brands G Das, B Datta, KK Guin Asia Pacific Journal of Marketing and Logistics 24 (4), 619-639, 2012 | 100 | 2012 |
| 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 |
| Customer relationship management theory and research in the new millennium: Directions for future research R Debnath, B Datta, S Mukhopadhyay Journal of Relationship Marketing 15 (4), 299-325, 2016 | 88 | 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 | 82 | 2020 |
| Measuring e-service quality: a review of literature A Shankar, B Datta International Journal of Services Technology and Management 26 (1), 77-100, 2020 | 76 | 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 | 75 | 2020 |
| Quality of tourism destination–a scale development S Mukherjee, A Adhikari, B Datta Journal of Indian Business Research 10 (1), 70-100, 2018 | 69 | 2018 |
| Effect of service quality on post-visit intentions over time: the case of a library DK Banwet, B Datta Total Quality Management 13 (4), 537-546, 2002 | 69 | 2002 |
| Are the generic scales enough to measure service quality of mobile banking? A comparative analysis of generic service quality measurement scales to mobile banking context A Shankar, B Datta, C Jebarajakirthy Services Marketing Quarterly 40 (3), 224-244, 2019 | 65 | 2019 |
| 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 | 64 | 2020 |
| From brands in general to retail brands: A review and future agenda for brand personality measurement G Das, B Datta, KK Guin The Marketing Review 12 (1), 91-106, 2012 | 61 | 2012 |
| A study on the antecedents and consequences of customer delight S Dey, S Ghosh, B Datta, P Barai Total Quality Management & Business Excellence 28 (1-2), 47-61, 2017 | 60 | 2017 |
