| The metrics that marketers muddle NT Bendle, CK Bagga MIT Sloan Management Review, 2016 | 66 | 2016 |
| A better way to map brand strategy N Dawar, CK Bagga Harvard Business Review, 2015 | 58 | 2015 |
| Object valuation and non-ownership possession: How renting and borrowing impact willingness-to-pay CK Bagga, N Bendle, J Cotte Journal of the Academy of Marketing Science 47, 97-117, 2019 | 50 | 2019 |
| Forging a stronger academic-practitioner partnership–the case of net promoter score (NPS) NT Bendle, CK Bagga, A Nastasoiu Journal of Marketing Theory and Practice 27 (2), 210-226, 2019 | 40 | 2019 |
| Asymmetric consequences of radical innovations on category representations of competing brands CK Bagga, TJ Noseworthy, N Dawar Journal of Consumer Psychology 26 (1), 29-39, 2016 | 36 | 2016 |
| Separating customer heterogeneity, points pressure and rewarded behavior to assess a retail loyalty program A Nastasoiu, NT Bendle, CK Bagga, M Vandenbosch, S Navarro Journal of the Academy of Marketing Science 49, 1132-1150, 2021 | 9 | 2021 |
| The confusion about CLV in case-based teaching materials NT Bendle, CK Bagga Marketing Education Review 27 (1), 27-38, 2017 | 9 | 2017 |
| Standardized global brand management using CD maps CK Bagga, N Dawar Emerging Issues in Global Marketing: A Shifting Paradigm, 121-148, 2018 | 2 | 2018 |
| A simple graph explains the complex logic of the big beer merger N Dawar, CK Bagga Harvard Business Review, 2015 | 2 | 2015 |
| A construal level account of when consumers prefer to spend loyalty points over money CK Bagga, A Nastasoiu, NT Bendle, M Vandenbosch Psychology & Marketing, 2024 | | 2024 |
| Loyalty Point Spending and Stockpiling–A Construal Perspective CK Bagga, A Nastasoiu, N Bendle, M Vandenbosch Advances in Consumer Research 48, 202-202, 2020 | | 2020 |
| Using CD Maps CK Bagga, N Dawar Emerging Issues in Global Marketing: A Shifting Paradigm, 121, 2018 | | 2018 |
| The Viability and Sustainability of a Trivial Attribute Differentiation Strategy CK Bagga The University of Western Ontario (Canada), 2015 | | 2015 |
| Trivial Gets Central C Bagga, N Dawar ACR North American Advances, 2012 | | 2012 |
| Promotions in a staples category (Aashirvaad); ITC Food Limited CK Bagga Indian Institute of Management Bangalore, 2003 | | 2003 |
