| Mobile payments adoption by US consumers: an extended TAM AA Bailey, I Pentina, AS Mishra, MS Ben Mimoun International Journal of Retail & Distribution Management 45 (6), 626-640, 2017 | 381 | 2017 |
| Exploring brand personality–celebrity endorser personality congruence in celebrity endorsements in the Indian context AS Mishra, S Roy, AA Bailey Psychology & Marketing 32 (12), 1158-1174, 2015 | 163 | 2015 |
| GREEN consumption values and Indian consumers’ response to marketing communications AA Bailey, A Mishra, MF Tiamiyu Journal of Consumer Marketing, 2016 | 149 | 2016 |
| Antecedents of consumers’ engagement with brand-related content on social media AS Mishra Marketing Intelligence & Planning 37 (4), 386-400, 2019 | 117 | 2019 |
| Application of GREEN scale to understanding US consumer response to green marketing communications AA Bailey, AS Mishra, MF Tiamiyu Psychology & Marketing 35 (11), 863-875, 2018 | 79 | 2018 |
| Exploring factors influencing US millennial consumers’ use of tap-and-go payment technology AA Bailey, I Pentina, AS Mishra, MS Ben Mimoun The International Review of Retail, Distribution and Consumer Research 30 (2 …, 2020 | 77 | 2020 |
| Green advertising receptivity: An initial scale development process AA Bailey, A Mishra, MF Tiamiyu Journal of Marketing Communications 22 (3), 327-345, 2016 | 72 | 2016 |
| Brand-celebrity match and its impact on advertising effectiveness AS Mishra DLSU Business & Economics Review 25 (1), 16-27, 2015 | 31 | 2015 |
| The dual entertainment theory in celebrity endorsements: The role of celebrity worship and profession S Roy, AS Mishra Journal of Advertising Research 58 (1), 33-50, 2018 | 29 | 2018 |
| Exploring COBRAs, its antecedents and consequences in the context of banking brands AS Mishra International Journal of Bank Marketing 39 (5), 900-921, 2021 | 20 | 2021 |
| The Linkage between financial crisis and corporate governance: a literature review AS Mishra, S Bhattacharya IUP Journal of Corporate Governance 10 (3), 71, 2011 | 18 | 2011 |
| Destination Branding: A Case Study of Hong Kong. AS Mishra IUP Journal of Brand Management, 2010 | 18 | 2010 |
| Validity of Jennifer Aaker's Brand Personality Scale in India. AS Mishra Romanian Journal of Marketing 6 (2), 2011 | 9 | 2011 |
| Emojis: can it reduce post-purchase dissonance? RG Indwar, AS Mishra Journal of Strategic Marketing 31 (4), 918-939, 2023 | 7 | 2023 |
| Subhadip Roy, and Ainsworth Bailey (2015),“Exploring brand personality-celebrity endorser personality congruence in celebrity endorsements in the Indian context,” A Mishra Psychology and Marketing 32 (12), 1158-74, 0 | 6 | |
| Response to social media influencers: Consumer dispositions as drivers A Bailey, AS Mishra, K Vaishnav International Journal of Consumer Studies 47 (5), 1979-1998, 2023 | 3 | 2023 |
| Interpersonal skills for effective leadership AS Mishra Effective Executive 20 (1), 5, 2017 | 3 | 2017 |
| Value-based nudging of ethnic garments: a conjoint study to differentiate the value perception of ethnic products across Indian Markets A Banerjee, T Dutta, AS Mishra Journal of Fashion Marketing and Management: An International Journal 27 (4 …, 2023 | 2 | 2023 |
| The role of accountability, values, and professionalism in organizational leadership AS Mishra Effective Executive 20 (2), 2017 | 2 | 2017 |
| The brand personality scale: Validation in the Indian context AS Mishra, S Pradhan South Asian Journal of Marketing & Management Research 1 (2), 1-19, 2011 | 2 | 2011 |
