| Setting the future of digital and social media marketing research: Perspectives and research propositions I Digital Transformation Research YK Dwivedi, E Ismagilova, DL Hughes, J Carlson, R Filieri, J Jacobson, ... International Journal of Information Management 59, 102168, 2021 | 2528 | 2021 |
| Metaverse marketing: How the metaverse will shape the future of consumer research and practice YK Dwivedi, L Hughes, Y Wang, AA Alalwan, SJ Ahn, J Balakrishnan, ... Psychology & Marketing 40 (4), 750-776, 2023 | 481 | 2023 |
| A dual-system approach to understanding “generation Y” decision making V Viswanathan, V Jain Journal of consumer marketing 30 (6), 484-492, 2013 | 191 | 2013 |
| The moderating role of consumer personality and source credibility in celebrity endorsements I Celebrity Endorsement Strategy S Roy, V Jain, P Rana Asia-Pacific Journal of Business Administration, 2013 | 112 | 2013 |
| Understanding the orientation of gen Y toward mobile applications and in-app advertising in India. K Bhave, V Jain, S Roy International Journal of Mobile Marketing 8 (1), 2013 | 106 | 2013 |
| Exploring generation Z's purchase behavior towards luxury apparel: A conceptual framework V Jain, R Vatsa, K Jagani Romanian Journal of Marketing, 18, 2014 | 99 | 2014 |
| Understanding meaning transfer in celebrity endorsements: a qualitative exploration V Jain, S Roy Qualitative Market Research: An International Journal 19 (3), 266-286, 2016 | 95 | 2016 |
| Conceptualizing luxury buying behavior: the Indian perspective I Luxury Marketing Research V Jain, S Roy, A Ranchhod Journal of Product & Brand Management, 2015 | 89 | 2015 |
| Navigating generation Y for effective mobile marketing in India: a conceptual framework V Jain, S Pant International journal of mobile marketing 7 (3), 56-65, 2012 | 84 | 2012 |
| Repositioning the customer support services: the next frontier of competitive advantage J Sheth, V Jain, A Ambika European Journal of Marketing 54 (7), 1787-1804, 2020 | 83 | 2020 |
| Effect of QR codes on consumer attitudes. S Narang, V Jain, S Roy International Journal of Mobile Marketing 7 (2), 2012 | 82 | 2012 |
| Metaverse in marketing and logistics: the state of the art and the path forward GWH Tan, ECX Aw, TH Cham, KB Ooi, YK Dwivedi, AA Alalwan, ... Asia Pacific Journal of Marketing and Logistics 35 (12), 2932-2946, 2023 | 81 | 2023 |
| Differential expression of Brn3 transcription factors in intrinsically photosensitive retinal ganglion cells in mouse V Jain, E Ravindran, NK Dhingra Journal of Comparative Neurology 520 (4), 742-755, 2012 | 81 | 2012 |
| Early remodeling in an inducible animal model of retinal degeneration S Nagar, V Krishnamoorthy, P Cherukuri, V Jain, NK Dhingra Neuroscience 160 (2), 517-529, 2009 | 75 | 2009 |
| How societal branding can Enhance corporate identity in India PJ Kendrick, MB Reitsma, M Abbasi-Kangevari, A Abdoli, M Abdollahi, ... Elsevier, 2010 | 67* | 2010 |
| Effects of show windows on female consumers’ shopping behaviour I Consumer Behaviour Research V Jain, M Takayanagi, EC Malthouse Journal of Consumer Marketing, 2014 | 66 | 2014 |
| A multi-stakeholder perspective of relationship marketing in higher education institutions V Jain, E Mogaji, H Sharma, AS Babbili Journal of Marketing for Higher Education, 1-19, 2022 | 62 | 2022 |
| AI-driven banking services: the next frontier for a personalised experience in the emerging market JN Sheth, V Jain, G Roy, A Chakraborty International Journal of Bank Marketing 40 (6), 1248-1271, 2022 | 57 | 2022 |
| Impact of the pandemic on higher education in emerging countries: Emerging opportunities, challenges and research agenda I Higher Education Research E Mogaji, V Jain Challenges and Research Agenda (June 8, 2020), 2020 | 53 | 2020 |
| What really works for teenagers: human or fictional celebrity? V Jain, S Roy, A Daswani, M Sudha Young Consumers 12 (2), 171-183, 2011 | 53 | 2011 |
