| Awareness of sponsorship and corporate image: An empirical investigation RG Javalgi, MB Traylor, AC Gross, E Lampman Journal of advertising 23 (4), 47-58, 1994 | 868 | 1994 |
| Product involvement and brand commitment. MB Traylor Journal of advertising research, 1981 | 687 | 1981 |
| Measuring consumer involvement in products: developing a general scale MB Traylor, WB Joseph Psychology & marketing 1 (2), 65-77, 1984 | 319 | 1984 |
| Ego involvement and brand commitment: not necessarily the same MB Traylor Journal of consumer marketing 1 (2), 75-79, 1984 | 100 | 1984 |
| Cannibalism in multibrand firms MB Traylor Journal of Consumer Marketing 3 (2), 69-75, 1986 | 79 | 1986 |
| Ordinal and interval scaling. M Traylor Journal of the market research society, 1983 | 77 | 1983 |
| Corporate sponsorship of art and sports events in North America AC Gross, MB Traylor, PJ Shuman Esomar Congress 15 (4), 9-13, 1987 | 55 | 1987 |
| The impact of TV advertising versus word of mouth on the image of lawyers: A projective experiment MB Traylor, AM Mathias Journal of advertising 12 (4), 42-49, 1983 | 49 | 1983 |
| OLDER AND YOUNGER MODELS IN ADVERTISING TO OLDER CONSUMERS-AN ADVERTISING EFFECTIVENESS EXPERIMENT SJ Klock, MB Traylor Akron Business and Economic Review 14 (4), 48-52, 1983 | 17 | 1983 |
| Comment on" An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class" MB Traylor Journal of Marketing Research (JMR) 18 (2), 1981 | 7 | 1981 |
| Reply to Arora and Baer's comment on measuring consumer involvement in products MB Traylor, WB Joseph Psychology and marketing 2 (2), 127, 1985 | 3 | 1985 |
| THE COMMUNICATIONS EFFECTIVENESS OF COMPARATIVE ADVERTISING UNDER CONDITIONS OF PRODUCT INVOLVEMENT AND BRAND USAGE. MB Traylor | 2 | 1980 |