| When brands come to life: experimental research on the vividness effect of Virtual Reality in transformational marketing communications H Van Kerrebroeck, M Brengman, K Willems Virtual Reality 21, 177-191, 2017 | 358 | 2017 |
| Escaping the crowd: An experimental study on the impact of a Virtual Reality experience in a shopping mall H Van Kerrebroeck, M Brengman, K Willems Computers in Human Behavior 77, 437-450, 2017 | 313 | 2017 |
| The path-to-purchase is paved with digital opportunities: An inventory of shopper-oriented retail technologies K Willems, A Smolders, M Brengman, K Luyten, J Schöning Technological Forecasting and Social Change 124, 228-242, 2017 | 295 | 2017 |
| The effects of urban retail greenery on consumer experience: Reviewing the evidence from a restorative perspective Y Joye, K Willems, M Brengman, K Wolf Urban Forestry & Urban Greening 9 (1), 57-64, 2010 | 176 | 2010 |
| The impact of in‐store greenery on customers M Brengman, K Willems, Y Joye Psychology & Marketing 29 (11), 807-821, 2012 | 140 | 2012 |
| The impact of representation media on customer engagement in tourism marketing among millennials K Willems, M Brengman, H Van Kerrebroeck European Journal of Marketing 53 (9), 1988-2017, 2019 | 139 | 2019 |
| Determinants of fashion store personality: a consumer perspective M Brengman, K Willems Journal of Product & Brand Management 18 (5), 346-355, 2009 | 135 | 2009 |
| Can’t touch this: the impact of augmented reality versus touch and non-touch interfaces on perceived ownership M Brengman, K Willems, H Van Kerrebroeck Virtual Reality 23, 269-280, 2019 | 129 | 2019 |
| Leveraging advertising to a higher dimension: experimental research on the impact of virtual reality on brand personality impressions L De Gauquier, M Brengman, K Willems, H Van Kerrebroeck Virtual Reality 23, 235-253, 2019 | 113 | 2019 |
| Dealing with nonlinearity in importance-performance map analysis (IPMA): An integrative framework in a PLS-SEM context S Streukens, S Leroi-Werelds, K Willems Partial least squares path modeling: Basic concepts, methodological issues …, 2017 | 102 | 2017 |
| Servicescape irritants and customer satisfaction: The moderating role of shopping motives and involvement N Demoulin, K Willems Journal of Business Research 104, 295-306, 2019 | 88 | 2019 |
| In-store proximity marketing: experimenting with digital point-of-sales communication K Willems, M Brengman, S Van De Sanden International Journal of Retail & Distribution Management 45 (7/8), 910-927, 2017 | 88 | 2017 |
| From Armani to Zara: Impression formation based on fashion store patronage K Willems, W Janssens, G Swinnen, M Brengman, S Streukens, ... Journal of Business Research 65 (10), 1487-1494, 2012 | 87 | 2012 |
| The impact of customer value types on customer outcomes for different retail formats K Willems, S Leroi-Werelds, G Swinnen Journal of Service Management 27 (4), 591-618, 2016 | 85 | 2016 |
| From stopping to shopping: An observational study comparing a humanoid service robot with a tablet service kiosk to attract and convert shoppers M Brengman, L De Gauquier, K Willems, B Vanderborght Journal of Business Research 134, 263-274, 2021 | 77 | 2021 |
| In-store location-based marketing with beacons: from inflated expectations to smart use in retailing S Van de Sanden, K Willems, M Brengman The Role of Smart Technologies in Decision Making, 148-175, 2022 | 76 | 2022 |
| Touching the void: Exploring consumer perspectives on touch-enabling technologies in online retailing H Van Kerrebroeck, K Willems, M Brengman International Journal of Retail & Distribution Management 45 (7/8), 892-909, 2017 | 63 | 2017 |
| Fashion store personality: Scale development and relation to self-congruity theory K Willems, G Swinnen, W Janssens, M Brengman Journal of global fashion marketing 2 (2), 55-65, 2011 | 60 | 2011 |
| Am I cheap? Testing the role of store personality and self-congruity in discount retailing K Willems, G Swinnen The International Review of Retail, Distribution and Consumer Research 21 (5 …, 2011 | 46 | 2011 |
| Customer engagement in multi-sensory virtual reality advertising: the effect of sound and scent congruence M Brengman, K Willems, L De Gauquier Frontiers in Psychology 13, 747456, 2022 | 45 | 2022 |