| An examination of selected marketing mix elements and brand equity B Yoo, N Donthu, S Lee Journal of the academy of marketing science 28, 195-211, 2000 | 6566 | 2000 |
| Developing and validating a multidimensional consumer-based brand equity scale B Yoo, N Donthu Journal of business research 52 (1), 1-14, 2001 | 5555 | 2001 |
| Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL) B Yoo, N Donthu Quarterly journal of electronic commerce 2 (1), 31-45, 2001 | 2489 | 2001 |
| Measuring Hofstede's five dimensions of cultural values at the individual level: Development and validation of CVSCALE B Yoo, N Donthu, T Lenartowicz Journal of international consumer marketing 23 (3-4), 193-210, 2011 | 1325 | 2011 |
| Cultural influences on service quality expectations N Donthu, B Yoo Journal of service research 1 (2), 178-186, 1998 | 1160 | 1998 |
| Retail productivity assessment using data envelopment analysis N Donthu, B Yoo Journal of retailing 74 (1), 89-105, 1998 | 489 | 1998 |
| Testing cross‐cultural invariance of the brand equity creation process B Yoo, N Donthu Journal of product & brand management 11 (6), 380-398, 2002 | 467 | 2002 |
| The effects of marketing education and individual cultural values on marketing ethics of students B Yoo, N Donthu Journal of Marketing Education 24 (2), 92-103, 2002 | 407 | 2002 |
| Buy genuine luxury fashion products or counterfeits B Yoo, SH Lee Advances in consumer research 36 (1), 280-228, 2009 | 384 | 2009 |
| The effect of personal cultural orientation on consumer ethnocentrism: Evaluations and behaviors of US consumers toward Japanese products B Yoo, N Donthu Journal of International Consumer Marketing 18 (1-2), 7-44, 2005 | 314 | 2005 |
| Cross‐group comparisons: A cautionary note B Yoo Psychology & Marketing 19 (4), 357-368, 2002 | 166 | 2002 |
| Asymmetrical effects of past experiences with genuine fashion luxury brands and their counterfeits on purchase intention of each B Yoo, SH Lee Journal of Business Research 65 (10), 1507-1515, 2012 | 156 | 2012 |
| Cross‐national invariance of the effect of personal collectivistic orientation on brand loyalty and equity: The United States versus South Korean consumers B Yoo Asia Pacific Journal of Marketing and Logistics 21 (1), 41-57, 2009 | 123 | 2009 |
| Developing and validating a consumer-based overall brand equity scale for Americans and Koreans: An extension of Aakers and Kellers conceptualizations B Yoo, N Donthu PROCEEDINGS AMA SUMMER EDUCATORS CONFERENCE, 1997 | 115 | 1997 |
| Interactions between price and price deal K Swani, B Yoo Journal of Product & Brand Management 19 (2), 143-152, 2010 | 101 | 2010 |
| An examination of consumer sentiment toward offshored services ST Thelen, B Yoo, VP Magnini Journal of the Academy of Marketing Science 39, 270-289, 2011 | 100 | 2011 |
| Culture's consequences: Comparing values, behaviors, institutions and organizations across nations B Yoo, N Donthu JMR, Journal of Marketing Research 39 (3), 388, 2002 | 97 | 2002 |
| The moderating role of personal cultural values on consumer ethnocentrism in developing countries: The case of Brazil and Russia J Ma, J Yang, B Yoo Journal of Business Research 108, 375-389, 2020 | 94 | 2020 |
| Channel efficiency: franchise versus non-franchise systems B Yoo, N Donthu, BK Pilling Journal of Marketing Channels 6 (3-4), 1-15, 1998 | 69 | 1998 |
| Brand authenticity: literature review, comprehensive definition, and an amalgamated scale CL Campagna, N Donthu, B Yoo Journal of Marketing Theory and Practice 31 (2), 129-145, 2023 | 65 | 2023 |
Naveen DonthuGeorgia State UniversityVerified email at gsu.edu