| The nature and antecedents of brand equity and its dimensions R Shekhar Kumar, S Dash, P Chandra Purwar Marketing Intelligence & Planning 31 (2), 141-159, 2013 | 279 | 2013 |
| The impact of marketing activities on service brand equity: The mediating role of evoked experience RS Kumar, S Dash, NK Malhotra European Journal of Marketing 52 (3/4), 596-618, 2018 | 77 | 2018 |
| Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation N Bandyopadhyay, B Sivakumaran, S Patro, RS Kumar Journal of Retailing and Consumer Services 61, 2021 | 75 | 2021 |
| Challenges and opportunities of brand corporate social responsibility classification: A review, new conceptualization and future research agenda AA Prasad, RS Kumar International journal of consumer studies 46 (6), 2071-2103, 2022 | 10 | 2022 |
| Sustainable distribution in emerging markets–African perspective S Sarangi, S Patro, RS Kumar Transnational Marketing Journal 2 (1), 39-60, 2014 | 6 | 2014 |
