| # | Title | Journal | Year | Citations |
|---|
| 1 | The Commitment-Trust Theory of Relationship Marketing | Journal of Marketing | 1994 | 9,820 |
| 2 | Evolving to a New Dominant Logic for Marketing | Journal of Marketing | 2004 | 9,430 |
| 3 | A Conceptual Model of Service Quality and Its Implications for Future Research | Journal of Marketing | 1985 | 9,163 |
| 4 | Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence | Journal of Marketing | 1988 | 8,655 |
| 5 | UPC Scanner Pricing Systems: Are They Accurate? | Journal of Marketing | 1994 | 8,357 |
| 6 | The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions | Journal of Marketing | 2004 | 6,930 |
| 7 | The Commitment-Trust Theory of Relationship Marketing | Journal of Marketing | 1994 | 6,423 |
| 8 | Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence | Journal of Marketing | 1988 | 6,223 |
| 9 | Product Elimination Decision Making: Does Formality Matter? | Journal of Marketing | 1985 | 6,026 |
| 10 | Determinants of Long-Term Orientation in Buyer-Seller Relationships | Journal of Marketing | 1994 | 5,734 |
| 11 | The Behavioral Consequences of Service Quality | Journal of Marketing | 1996 | 5,646 |
| 12 | The Effect of a Market Orientation on Business Profitability | Journal of Marketing | 1990 | 5,582 |
| 13 | The Exercise of Interfirm Power and Its Repercussions in U.S.-Japanese Channel Relationships | Journal of Marketing | 1993 | 5,530 |
| 14 | A Conceptual Model of Service Quality and Its Implications for Future Research | Journal of Marketing | 1985 | 5,496 |
| 15 | Developing Buyer-Seller Relationships | Journal of Marketing | 1987 | 5,097 |
| 16 | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity | Journal of Marketing | 1993 | 5,056 |
| 17 | Market Orientation: Antecedents and Consequences | Journal of Marketing | 1993 | 4,962 |
| 18 | New Product Diffusion Models in Marketing: A Review and Directions for Research | Journal of Marketing | 1990 | 4,924 |
| 19 | Developing Buyer-Seller Relationships | Journal of Marketing | 1987 | 4,690 |
| 20 | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity | Journal of Marketing | 1993 | 4,494 |
| 21 | A Model of Distributor Firm and Manufacturer Firm Working Partnerships | Journal of Marketing | 1990 | 4,250 |
| 22 | Whence Consumer Loyalty? | Journal of Marketing | 1999 | 4,212 |
| 23 | Cognitive Moral Development and Marketing | Journal of Marketing | 1992 | 4,202 |
| 24 | Market Orientation: The Construct, Research Propositions, and Managerial Implications | Journal of Marketing | 1990 | 4,154 |
| 25 | The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty | Journal of Marketing | 2001 | 4,146 |
| 26 | Advertising Strategies to Increase Usage Frequency | Journal of Marketing | 1996 | 4,117 |
| 27 | The Capabilities of Market-Driven Organizations | Journal of Marketing | 1994 | 4,103 |
| 28 | Measuring Service Quality: A Reexamination and Extension | Journal of Marketing | 1992 | 4,015 |
| 29 | The Effect of a Market Orientation on Business Profitability | Journal of Marketing | 1990 | 3,830 |
| 30 | Servicescapes: The Impact of Physical Surroundings on Customers and Employees | Journal of Marketing | 1992 | 3,826 |
| 31 | Market Orientation: Antecedents and Consequences | Journal of Marketing | 1993 | 3,784 |
| 32 | Measuring Service Quality: A Reexamination and Extension | Journal of Marketing | 1992 | 3,654 |
| 33 | The Competitive Advantage of Nations | Journal of Marketing | 1991 | 3,560 |
| 34 | An Examination of the Nature of Trust in Buyer-Seller Relationships | Journal of Marketing | 1997 | 3,388 |
| 35 | The Role of Marketing Actions with a Social Dimension: Appeals to the Institutional Environment | Journal of Marketing | 1999 | 3,366 |
| 36 | Determinants of Long-Term Orientation in Buyer-Seller Relationships | Journal of Marketing | 1994 | 3,223 |
| 37 | An Examination of the Nature of Trust in Buyer–Seller Relationships | Journal of Marketing | 1997 | 3,146 |
| 38 | Hedonic Consumption: Emerging Concepts, Methods and Propositions | Journal of Marketing | 1982 | 3,125 |
| 39 | Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations | Journal of Marketing | 1996 | 3,093 |
| 40 | Consumer Trust, Value, and Loyalty in Relational Exchanges | Journal of Marketing | 2002 | 2,854 |
| 41 | The Behavioral Consequences of Service Quality | Journal of Marketing | 1996 | 2,756 |
| 42 | Servicescapes: The Impact of Physical Surroundings on Customers and Employees | Journal of Marketing | 1992 | 2,730 |
| 43 | A Model of Distributor Firm and Manufacturer Firm Working Partnerships | Journal of Marketing | 1990 | 2,704 |
| 44 | Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses | Journal of Marketing | 1990 | 2,697 |
| 45 | Customer Satisfaction, Market Share, and Profitability: Findings from Sweden | Journal of Marketing | 1994 | 2,684 |
| 46 | The Service Encounter: Diagnosing Favorable and Unfavorable Incidents | Journal of Marketing | 1990 | 2,682 |
| 47 | The Capabilities of Market-Driven Organizations | Journal of Marketing | 1994 | 2,680 |
| 48 | Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis | Journal of Marketing | 1993 | 2,655 |
| 49 | The Service Encounter: Diagnosing Favorable and Unfavorable Incidents | Journal of Marketing | 1990 | 2,643 |
| 50 | Understanding Customer Experience Throughout the Customer Journey | Journal of Marketing | 2016 | 2,631 |
