| Brand equity: the halo effect measure L Leuthesser, CS Kohli, KR Harich European journal of marketing 29 (4), 57-66, 1995 | 536 | 1995 |
| Corporate identity: The role of mission statements L Leuthesser, C Kohli Business horizons 40 (3), 59-66, 1997 | 428 | 1997 |
| Will social media kill branding? C Kohli, R Suri, A Kapoor Business horizons 58 (1), 35-44, 2015 | 395 | 2015 |
| 2+ 2= 5? A framework for using co-branding to leverage a brand L Leuthesser, C Kohli, R Suri Journal of brand management 11, 35-47, 2003 | 375 | 2003 |
| Creating effective brand names: A study of the naming process C Kohli, DW LaBahn Journal of advertising research 37 (1), 67-75, 1997 | 346 | 1997 |
| Got slogan? Guidelines for creating effective slogans C Kohli, L Leuthesser, R Suri Business horizons 50 (5), 415-422, 2007 | 314 | 2007 |
| Branding consumer goods: insights from theory and practice C Kohli Journal of consumer marketing 14 (3), 206-219, 1997 | 288 | 1997 |
| Creating effective logos: Insights from theory and practice C Kohli, R Suri Business Horizons 45 (3), 58-64, 2002 | 272 | 2002 |
| DITTO for Gen Z: A framework for leveraging the uniqueness of the new generation S Pichler, C Kohli, N Granitz Business Horizons 64 (5), 599-610, 2021 | 237 | 2021 |
| The effects of perceived scarcity on consumers’ processing of price information R Suri, C Kohli, KB Monroe Journal of the Academy of Marketing Science 35, 89-100, 2007 | 237 | 2007 |
| Creating brand identity: a study of evaluation of new brand names CS Kohli, KR Harich, L Leuthesser Journal of business research 58 (11), 1506-1515, 2005 | 228 | 2005 |
| What really makes a promotional campaign succeed on a crowdfunding platform?: Guilt, utilitarian products, emotional messaging, and fewer but meaningful rewards drive donations S Chen, S Thomas, C Kohli Journal of Advertising Research 56 (1), 81-94, 2016 | 162 | 2016 |
| Signaling new product introductions: A framework explaining the timing of preannouncements C Kohli Journal of Business Research 46 (1), 45-56, 1999 | 126 | 1999 |
| Brand evaluations: a comparison of fixed price and discounted price offers R Suri, RV Manchanda, CS Kohli Journal of Product & Brand Management 9 (3), 193-207, 2000 | 120 | 2000 |
| Maintaining client commitment in advertising agency–client relationships DW LaBahn, C Kohli Industrial Marketing Management 26 (6), 497-508, 1997 | 111 | 1997 |
| Product positioning: a comparison of perceptual mapping techniques CS Kohli, L Leuthesser Journal of Product & Brand Management 2 (4), 10-19, 1993 | 106 | 1993 |
| Are you in good hands?: Slogan recall: What really matters C Kohli, S Thomas, R Suri Journal of Advertising Research 53 (1), 31-42, 2013 | 100 | 2013 |
| A brand is forever! A framework for revitalizing declining and dead brands S Thomas, C Kohli Business Horizons 52 (4), 377-386, 2009 | 100 | 2009 |
| Brand equity: Capitalizing on intellectual capital C Kohli, L Leuthesser Ivey Business Journal 65 (4), 74-81, 2001 | 93 | 2001 |
| The price is right? Guidelines for pricing to enhance profitability C Kohli, R Suri Business Horizons 54 (6), 563-573, 2011 | 91 | 2011 |