| The effect of brand commitment on the evaluation of nonpreferred brands: A disconfirmation process S Raju, HR Unnava, NV Montgomery Journal of Consumer Research 35 (5), 851-863, 2009 | 128 | 2009 |
| The moderating effect of brand commitment on the evaluation of competitive brands S Raju, HR Unnava, NV Montgomery Journal of advertising 38 (2), 21-36, 2009 | 99 | 2009 |
| Marketing healthful eating to children: the effectiveness of incentives, pledges, and competitions S Raju, P Rajagopal, TJ Gilbride Journal of Marketing 74 (3), 93-106, 2010 | 76 | 2010 |
| When good consumers turn bad: Psychological contract breach in committed brand relationships NV Montgomery, S Raju, KK Desai, HR Unnava Journal of Consumer Psychology 28 (3), 437-449, 2018 | 65 | 2018 |
| Outcomes of national community organization cardiovascular prevention programs for high-risk women AC Villablanca, S Arline, J Lewis, S Raju, S Sanders, S Carrow Journal of Cardiovascular Translational Research 2, 306-320, 2009 | 58 | 2009 |
| Adverse influence of brand commitment on consideration of and preference for competing brands KK Desai, S Raju Psychology & Marketing 24 (7), 595-614, 2007 | 52 | 2007 |
| The role of arousal in commitment: An explanation for the number of counterarguments S Raju, HR Unnava Journal of Consumer Research 33 (2), 173-178, 2006 | 50 | 2006 |
| Differences in the cognitive accessibility of action and inaction regrets P Rajagopal, S Raju, HR Unnava Journal of Experimental Social Psychology 42 (3), 302-313, 2006 | 44 | 2006 |
| Brand commitment and size of the consideration set S Raju, HR Unnava Advances in Consumer Research 32, 151, 2005 | 23 | 2005 |
| Positive and negative effects of affective and continuance brand commitment in a service context S Raju Journal of Indian Business Research 9 (2), 133-148, 2017 | 19 | 2017 |
| Attitude toward a Comparative Advertisement: The Role of an Endorser. S Raju, P Rajagopal, HR Unnava Advances in Consumer Research 29 (1), 2002 | 17 | 2002 |
| The effect of social cohesion and social networks on perceptions of food availability among low-income consumers P Jayashankar, S Raju Journal of Business Research 108, 316-323, 2020 | 16 | 2020 |
| Conceptualizing and measuring resistance to change in brand relationships SN Ramaswami, S Raju, DC Page Journal of Indian Business Research 8 (3), 180-204, 2016 | 15 | 2016 |
| The moderating effects of prior trust on consumer responses to firm failures S Raju, P Rajagopal, MR Murdock Journal of Business Research 122, 24-37, 2021 | 13 | 2021 |
| Responding to ethical and competence failures S Raju, P Rajagopal The Proceedings of the Society for Consumer Psychology 2008 Winter …, 2008 | 12 | 2008 |
| The Effects of Brand Commitment on the Evaluation of Competitive Brands. S Raju, HR Unnava Advances in Consumer Research 29 (1), 2002 | 12 | 2002 |
| Reducing competitive ad interference by varying advertising context: a test of network models of memory HR Unnava, P Rajagopal, S Raju ACR North American Advances, 2003 | 11 | 2003 |
| The roles of gratitude and guilt on customer satisfaction in perceptions of service failure and recovery R Laczniak, L Su, S Raju | 8 | 2021 |
| The mediating role of arousal in brand commitment S Raju, HR Unnava Advances in Consumer Research 33, 517, 2006 | 8 | 2006 |
| Service quality in higher education–a critical review S Raju, NU Bhaskar International Conference on Applied Science, Technology and Management, 10th …, 2018 | 5 | 2018 |
