| Corporate social responsibility and consumers' attributions and brand evaluations in a product–harm crisis J Klein, N Dawar International Journal of research in Marketing 21 (3), 203-217, 2004 | 2375 | 2004 |
| Marketing universals: Consumers’ use of brand name, price, physical appearance, and retailer reputation as signals of product quality N Dawar, P Parker Journal of marketing 58 (2), 81-95, 1994 | 2041 | 1994 |
| Impact of product-harm crises on brand equity: The moderating role of consumer expectations N Dawar, MM Pillutla Journal of marketing research 37 (2), 215-226, 2000 | 1606 | 2000 |
| Competing with giants: Survival strategies for local companies in emerging markets N Dawar, T Frost Harvard business review 77, 119-132, 1999 | 696 | 1999 |
| Rethinking marketing programs for emerging markets NDN Dawar, A Chattopadhyay Long Range Planning 35 (5), 457-474, 2002 | 498 | 2002 |
| A cross-cultural study of interpersonal information exchange N Dawar, PM Parker, LJ Price Journal of international business studies 27, 497-516, 1996 | 463 | 1996 |
| Brand crises: The roles of brand familiarity and crisis relevance in determining the impact on brand evaluations N Dawar, J Lei Journal of Business Research 62 (4), 509-516, 2009 | 381 | 2009 |
| Negative spillover in brand portfolios: Exploring the antecedents of asymmetric effects J Lei, N Dawar, J Lemmink Journal of marketing 72 (3), 111-123, 2008 | 361 | 2008 |
| Beyond better products: Capturing value in customer interactions M Vandenbosch, N Dawar MIT Sloan Management Review, 2002 | 224 | 2002 |
| The effects of order and direction on multiple brand extensions N Dawar, PF Anderson Journal of Business Research 30 (2), 119-129, 1994 | 200 | 1994 |
| Marketing in the age of Alexa N Dawar, N Bendle Harvard Business Review 96 (3), 80-86, 2018 | 179 | 2018 |
| Extensions of broad brands: The role of retrieval in evaluations of fit N Dawar Journal of Consumer Psychology 5 (2), 189-207, 1996 | 157 | 1996 |
| Base-rate information in consumer attributions of product-harm crises J Lei, N Dawar, Z Gürhan-Canli Journal of Marketing Research 49 (3), 336-348, 2012 | 147 | 2012 |
| Product-harm crises and the signaling ability of brands N Dawar International Studies of Management & Organization 28 (3), 109-119, 1998 | 139 | 1998 |
| The joint effects of brands and warranties in signaling new product quality LJ Price, N Dawar Journal of Economic Psychology 23 (2), 165-190, 2002 | 131 | 2002 |
| What are brands good for? N Dawar MIT Sloan Management Review, 2004 | 125 | 2004 |
| When marketing is strategy N Dawar Harvard business review 91 (12), 100-108, 2013 | 115 | 2013 |
| Attributions of blame following a product-harm crisis depend on consumers’ attachment styles J Whelan, N Dawar Marketing Letters 27, 285-294, 2016 | 109 | 2016 |
| The signaling impact of low introductory price on perceived quality and trial N Dawar, M Sarvary Marketing Letters 8, 251-259, 1997 | 73 | 1997 |
| A better way to map brand strategy N Dawar, CK Bagga HBR, 2015 | 58 | 2015 |
