| Measuring the hedonic and utilitarian sources of consumer attitudes R Batra, OT Ahtola Marketing letters 2 (2), 159-170, 1991 | 2620 | 1991 |
| Advertising management DA Aaker Caracas México México México México New Jersey Santafé de Bogotá Santiago de …, 1992 | 2321 | 1992 |
| Assessing the role of emotions as mediators of consumer responses to advertising MB Holbrook, R Batra Journal of consumer research 14 (3), 404-420, 1987 | 2026 | 1987 |
| Affective responses mediating acceptance of advertising R Batra, ML Ray Journal of consumer research 13 (2), 234-249, 1986 | 1646 | 1986 |
| Effects of brand local/non-local origin on consumer attitudes in developing countries R Batra, V Ramaswamy, S J.B., D Alden, S Ramachander Journal of Consumer Psychology 9 (2), 83-95, 2000 | 1422 | 2000 |
| Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture DL Alden, JBEM Steenkamp, R Batra Journal of marketing 63 (1), 75-87, 1999 | 1291 | 1999 |
| Brand love R Batra, A Ahuvia, RP Bagozzi Journal of marketing 76 (2), 1-16, 2012 | 1262 | 2012 |
| How perceived brand globalness creates brand value JBEM Steenkamp, R Batra, DL Alden Journal of International Business Studies 34 (1), 53-65, 2003 | 1119 | 2003 |
| Consumer-level factors moderating the success of private label brands R Batra, I Sinha Journal of retailing 76 (2), 175-191, 2000 | 867 | 2000 |
| The role of mood in advertising effectiveness R Batra, DM Stayman Journal of Consumer research 17 (2), 203-214, 1990 | 791 | 1990 |
| Consumer responses to advertising: The effects of ad content, emotions, and attitude toward the ad on viewing time TJ Olney, MB Holbrook, R Batra Journal of consumer research 17 (4), 440-453, 1991 | 752 | 1991 |
| The brand personality component of brand goodwill: some antecedents and consequences D Singh Brand equity & advertising: Advertising's role in building strong brands, 83, 1993 | 673* | 1993 |
| Situational effects of advertising repetition: The moderating influence of motivation, ability, and opportunity to respond R Batra, ML Ray Journal of Consumer research 12 (4), 432-445, 1986 | 542 | 1986 |
| When corporate image affects product evaluations: The moderating role of perceived risk Z Gürhan-Canli, R Batra Journal of marketing research 41 (2), 197-205, 2004 | 490 | 2004 |
| The effect of consumer price consciousness on private label purchase I Sinha, R Batra International journal of research in marketing 16 (3), 237-251, 1999 | 478 | 1999 |
| Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences DL Alden, JBEM Steenkamp, R Batra International Journal of Research in Marketing 23 (3), 227-239, 2006 | 467 | 2006 |
| The situational impact of brand image beliefs R Batra, PM Homer Journal of consumer psychology 14 (3), 318-330, 2004 | 384 | 2004 |
| The stopping power of advertising: Measures and effects of visual complexity R Pieters, M Wedel, R Batra Journal of Marketing 74 (5), 48-60, 2010 | 345 | 2010 |
| How advertising works at contact R Batra, ML Ray Psychological processes and advertising effects, 13-44, 1985 | 302 | 1985 |
| Marketing issues and challenges in transitional economies R Batra Marketing issues in transitional economies, 3-35, 1999 | 294 | 1999 |
Dana L. AldenShidler College of Business, University of HawaiiVerified email at hawaii.edu
