| ‘Masstige’marketing: A review, synthesis and research agenda A Kumar, J Paul, AB Unnithan Journal of Business Research 113, 384-398, 2020 | 354 | 2020 |
| Internet banking adoption in a developing country–an empirical study G Varaprasad, R Sridharan, U Anandakuttan B International Journal of Services and Operations Management 14 (1), 54-66, 2013 | 26 | 2013 |
| Self and identity of being an ideal woman: An exploratory qualitative study GP Ranjitha, AB Unnithan IIM Kozhikode Society & Management Review 7 (1), 33-44, 2018 | 16 | 2018 |
| Measuring consumer motivations to share rumors: Scale development S Sudhir, AB Unnithan International Journal of Online Marketing (IJOM) 4 (3), 51-67, 2014 | 15 | 2014 |
| An empirical investigation of mobile banking adoption in developing countries R Pavithran, G Varaprasad, R Sridharan, AB Unnithan International Journal of Enterprise Information Systems (IJEIS) 10 (1), 76-93, 2014 | 15 | 2014 |
| Exploring the relationship between emotionality and product star ratings in online reviews R Ramachandran, S Sudhir, AB Unnithan IIMB Management Review 33 (4), 299-308, 2021 | 12 | 2021 |
| Marketplace rumor sharing among young consumers: the role of anxiety and arousal S Sudhir, AB Unnithan Young Consumers 20 (1), 1-13, 2019 | 10 | 2019 |
| Internet banking adoption by the customers of private sector banks in India G Varaprasad, R Sridharan, AB Unnithan International Journal of Strategic Decision Sciences (IJSDS) 4 (1), 40-51, 2013 | 9 | 2013 |
| The determinants of eco-friendly tourist behaviour: Perspectives from Indian and Indonesian tourists travelling abroad B Burhanudin, AB Unnithan Anatolia 33 (1), 48-64, 2022 | 8 | 2022 |
| Role of affect in marketplace rumor propagation S Sudhir, AB Unnithan Marketing Intelligence & Planning 37 (6), 631-644, 2019 | 8 | 2019 |
| The Role of Theoretical Breadth and Student Engagement in the Use of Case Methods in Marketing Pedagogy. S Sudhir, AB Unnithan E-Journal of Business Education and Scholarship of Teaching 12 (2), 78-91, 2018 | 6 | 2018 |
| An empirical investigation on credit card adoption in India G Varaprasad, KS Chandran, R Sridharan, AB Unnithan International Journal of Service Science, Management, Engineering, and …, 2013 | 6 | 2013 |
| Consumption to compensate for the feeling of “loss of ownership of self” Women’s journeys through the liminal transitions of marriage R GP, AB Unnithan, RW Belk International Journal of Consumer Studies 47 (1), 350-372, 2023 | 5 | 2023 |
| Resolving complaints online: development and validation of customers’ perceived webcare scale S Sreejesh, J Paul, AB Unnithan Journal of Strategic Marketing 30 (3), 260-280, 2020 | 5 | 2020 |
| The mediating role of satisfaction on the relationship between professionalism and employee continuity in hospitality industry N Mekoth, AR Thomson, A Unnithan Journal of Quality Assurance in Hospitality & Tourism 24 (4), 477-503, 2023 | 4 | 2023 |
| An Empirical Study to Identify the Factors Influencing the Customer Satisfaction of ATMs in India RM Kumar, G Varaprasad, R Sridharan, AB Unnithan International Journal of Strategic Decision Sciences (IJSDS) 4 (4), 25-40, 2013 | 2 | 2013 |
| Rumor sharing in the marketplace: what motivates the consumer? S Sudhir, AB Unnithan Indian Institute of Management Kozhikode, 2013 | 2 | 2013 |
| Understanding the critical value drivers determining the key account management performance in B2B setting S Sadasivan, S Unnithan Seventeenth AIMS International Conference on Management, 2017 | 1 | 2017 |
| Influence of personality factors on the consumption of personal care products AB Unnithan, PR Poduval Cochin University of Science & Technology, 2003 | 1 | 2003 |
| Masstige marketing in 2023 and beyond: An introduction to the special issue on masstige marketing AB Unnithan, M Laroche, A Kumar International Journal of Consumer Studies 48 (2), e13018, 2024 | | 2024 |
Subin SudhirIndian Institute of Management IndoreVerified email at iimidr.ac.in
