| The role of embeddedness for resource integration: Complementing SD logic research through a social capital perspective G Laud, IO Karpen, R Mulye, K Rahman Marketing Theory 15 (4), 509-543, 2015 | 127 | 2015 |
| E‐marketing in perspective: a three country comparison of business use of the internet S Adam, R Mulye, KR Deans, D Palihawadana Marketing Intelligence & Planning 20 (4), 243-251, 2002 | 120 | 2002 |
| Cancel culture and the consumer: A strategic marketing perspective N Saldanha, R Mulye, K Rahman Journal of strategic marketing 31 (5), 1071-1086, 2023 | 68 | 2023 |
| Who is the attached endorser? An examination of the attachment-endorsement spectrum N Saldanha, R Mulye, K Rahman Journal of Retailing and Consumer Services 43, 242-250, 2018 | 65 | 2018 |
| A strategic view of celebrity endorsements through the attachment lens N Saldanha, R Mulye, K Rahman Journal of Strategic Marketing 28 (5), 434-454, 2020 | 47 | 2020 |
| How do consumers interact with social media influencers in extraordinary times? N Saldanha, R Mulye, A Japutra Journal of Research in Interactive Marketing 18 (3), 333-348, 2023 | 23 | 2023 |
| Country of origin effect and employer attractiveness: A missing link M Zaveri, R Mulye Australian and New Zealand Marketing Academy Conference 2010, 2010 | 16 | 2010 |
| Eating for the soul: a netnographic study of the ethical motives for organic food consumption A Salam, R Mulye, K Rahman British Food Journal 124 (12), 4868-4887, 2022 | 15 | 2022 |
| Some evidence of consumer ethnocentrism in Australia R Mulye, J Rickard, T Higginson Journal of Management & Organization 3 (2), 1-11, 1997 | 15 | 1997 |
| Consumer resource integration in the subsistence marketplace: A comparative study of urban and rural consumers W Jayawickramarathna, R Mulye, K Rahman, T Fry Journal of Consumer Affairs 55 (2), 715-733, 2021 | 7 | 2021 |
| A Decision Support System for Tourism Destination Choice R Mulye, J Rickard na, 1995 | 7 | 1995 |
| Profitability in rural bottom of the pyramid (BoP) markets from a business perspective: evidence from Sri Lanka W Jayawickramarathna, K Rahman, R Mulye, T Fry Bottom of the pyramid marketing: making, shaping and developing BoP markets …, 2018 | 5 | 2018 |
| Mobile phone clickers in the classroom: experiences from a large introductory marketing class R Mulye, K Westberg The World University's Forum 2 (5), 109-121, 2009 | 5 | 2009 |
| The evolution of relationships in e-marketing S Adam, R Mulye, KR Deans Customer Relationship Management: Emerging Concepts, Tools and Applications …, 2001 | 5 | 2001 |
| In-game advertising: Effectiveness and consumer attitudes M Lee, R Mulye, C Stavros Digital sport for performance enhancement and competitive evolution …, 2009 | 3 | 2009 |
| Using internet-enabled mobile phones to enhance large class student engagement: lessons learned R Mulye, K Westberg, A Hay Journal of the World Universities Forum 2 (5), 109-121, 2009 | 3 | 2009 |
| Fakes and fashion: Understanding the counterfeit crisis in the middle east K Rahman, R Mulye, G Laud European Advances in Consumer Research 10, 90-94, 2013 | 2 | 2013 |
| Use of embedded brand community networks for brand co-creation G Laud, R Mulye, K Rahman Proceedings of the Australian & New Zealand Marketing Academy Conference …, 2011 | 2 | 2011 |
| Challenges to implementing market orientation in the funds management industry K Westberg, T Hallahan, R Mulye, M Schwartz, C Stavros Australian and New Zealand Marketing Academy Conference ANZMAC 2009, 1-8, 2009 | 2 | 2009 |
| Market orientation in the entrepreneur led firm GM Geursen, R Mulye Australian and New Zealand Marketing Academy Conference 2001, 1-1, 2001 | 2 | 2001 |
