| Manufacturer's cooperative advertising, demand uncertainty, and information sharing R Yan, Z Cao, Z Pei Journal of Business Research 69 (2), 709-717, 2016 | 76 | 2016 |
| Wedded bliss or tainted love? Stock market reactions to the introduction of cobranded products Z Cao, A Sorescu Marketing Science 32 (6), 939-959, 2013 | 72 | 2013 |
| Product returns, asymmetric information, and firm performance R Yan, Z Cao International Journal of Production Economics 185, 211-222, 2017 | 66 | 2017 |
| Health Creates Wealth? The Use of Nutrition Claims and Firm Financial Performance Z Cao, R Yan Journal of Public Policy & Marketing 35 (1), 58-75, 2016 | 45 | 2016 |
| Is brand alliance always beneficial to firms? R Yan, Z Cao Journal of Retailing and Consumer Services 34, 193-200, 2017 | 31 | 2017 |
| Does brand partnership create a happy marriage? The role of brand value on brand alliance outcomes of partners Z Cao, R Yan Industrial Marketing Management 67, 148-157, 2017 | 29 | 2017 |
| Innovation potential, insider sales, and IPO performance: How firms can mitigate the negative effect of insider selling Z Cao, R Song, A Sorescu, A Chua Journal of Marketing 87 (4), 550-574, 2023 | 13 | 2023 |
| The downsides of specialization: the impact of business incubator's specialization on startups' R&D efficiency and venture capital financing Z Cao, LF Cunningham, W Gao, Y Liu R&D Management 54 (1), 39-59, 2024 | 9 | 2024 |
| When Do Marketing Ideation Crowdsourcing Contests Create Shareholder Value? The Effect of Contest Design and Marketing Resource Factors Z Cao, H Feng, M Wiles Journal of Marketing, 2024 | 8 | 2024 |
| Ethical CSR, organizational identification, and job satisfaction: Mediated moderated role of interactional justice F Murshed, Z Cao, K Savitskie, S Sen Social Justice Research 36 (1), 75-102, 2023 | 8 | 2023 |
| Brand equity, warranty costs, and firm value Z Cao International Journal of Research in Marketing 39 (4), 1166-1185, 2022 | 8 | 2022 |
| CEO narcissism, brand acquisition and disposal, and stock returns Z Cao, K Xu Journal of the Academy of Marketing Science, 2022 | 8 | 2022 |
| Product nutrition, innovation, advertising, and firm’s financial gains Z Cao, R Yan Journal of Business Research 133, 13-22, 2021 | 7 | 2021 |
| An empirical examination of stock market reactions to introduction of co-branded products Z Cao | 4 | 2012 |
