The effects of ingredient branding strategies on host brand extendibility KK Desai, KL Keller Journal of marketing 66 (1), 73-93, 2002 | 594 | 2002 |
An empirical investigation of signaling in the motion picture industry S Basuroy, KK Desai, D Talukdar Journal of marketing research 43 (2), 287-295, 2006 | 332 | 2006 |
How credit card payments increase unhealthy food purchases: Visceral regulation of vices M Thomas, KK Desai, S Seenivasan Journal of consumer research 38 (1), 126-139, 2011 | 276 | 2011 |
Association of telemedicine for remote monitoring of intensive care patients with mortality, complications, and length of stay EJ Thomas, JF Lucke, L Wueste, L Weavind, B Patel Jama 302 (24), 2671-2678, 2009 | 224 | 2009 |
Interactive influence of genre familiarity, star power, and critics' reviews in the cultural goods industry: The case of motion pictures KK Desai, S Basuroy Psychology & Marketing 22 (3), 203-223, 2005 | 208 | 2005 |
Descriptive characteristics of memory-based consideration sets: influence of usage occasion frequency and usage location familiarity KK Desai, WD Hoyer Journal of Consumer Research 27 (3), 309-323, 2000 | 176 | 2000 |
Relationship between product groups' price perceptions, shopper's basket size, and grocery store's overall store price image KK Desai, D Talukdar Psychology & Marketing 20 (10), 903-933, 2003 | 148 | 2003 |
Strategic role of affect-based attitudes in the acquisition, development, and retention of customers KK Desai, V Mahajan Journal of Business Research 42 (3), 309-324, 1998 | 112 | 1998 |
Consumer perceptions of product variants positioned on atypical attributes KK Desai, S Ratneshwar Journal of the Academy of Marketing Science 31 (1), 22-35, 2003 | 90 | 2003 |
The influence of chronic and situational self-construal on categorization SP Jain, KK Desai, H Mao Journal of Consumer Research 34 (1), 66-76, 2007 | 82 | 2007 |
Getting Lost" Into the Wild": Understanding Consumers' Movie Enjoyment Through a Narrative Transportation Approach W Batat, M Wohlfeil ACR North American Advances, 2009 | 56 | 2009 |
Line extensions: a categorization and an information processing perspective KK Desai, WD Hoyer ACR North American Advances, 1993 | 52 | 1993 |
Adverse influence of brand commitment on consideration of and preference for competing brands KK Desai, S Raju Psychology & Marketing 24 (7), 595-614, 2007 | 42 | 2007 |
Shopper marketing moderators of the brand equity–behavioral loyalty relationship VG Hariharan, KK Desai, D Talukdar, JJ Inman Journal of Business Research 85, 91-104, 2018 | 34 | 2018 |
Do consumer perceptions matter in measuring choice variety and variety seeking? KK Desai, M Trivedi Journal of Business Research 67 (1), 2786-2792, 2014 | 32 | 2014 |
When good consumers turn bad: Psychological contract breach in committed brand relationships NV Montgomery, S Raju, KK Desai, HR Unnava Journal of Consumer Psychology 28 (3), 437-449, 2018 | 20 | 2018 |
The role of exploratory buying behavior tendencies in choices made for others TG Chowdhury, S Ratneshwar, KK Desai Journal of Consumer Psychology 19 (3), 517-525, 2009 | 19 | 2009 |
Consumer's value for informational role of agent in service industry M Trivedi, MS Morgan, KK Desai Journal of Services Marketing, 2008 | 17 | 2008 |
Special Session Summary Schema Incongruity: a Multidimensional Perspective Involving Advertising Schema, Self-Schema, and Product Schema KK Desai, E Gencturk ACR North American Advances, 1995 | 15 | 1995 |
Overall store price image: the interactive influence of product consumption span, unit product price, and shopping basket size KK Desai, D Talukdar ACR North American Advances, 2002 | 13 | 2002 |