| Use of mass media campaigns to change health behaviour MA Wakefield, B Loken, RC Hornik The lancet 376 (9748), 1261-1271, 2010 | 3008 | 2010 |
| A process-tracing study of brand extension evaluation DM Boush, B Loken Journal of marketing research 28 (1), 16-28, 1991 | 1691 | 1991 |
| Diluting brand beliefs: when do brand extensions have a negative impact? B Loken, DR John Journal of marketing 57 (3), 71-84, 1993 | 1430 | 1993 |
| Alternative approaches to understanding the determinants of typicality B Loken, J Ward Journal of Consumer Research 17 (2), 111-126, 1990 | 803 | 1990 |
| Analyzing ethical decision making in marketing AJ Dubinsky, B Loken Journal of Business research 19 (2), 83-107, 1989 | 746 | 1989 |
| The negative impact of extensions: can flagship products be diluted? DR John, B Loken, C Joiner Journal of marketing 62 (1), 19-32, 1998 | 736 | 1998 |
| Brand concept maps: A methodology for identifying brand association networks DR John, B Loken, K Kim, AB Monga Journal of marketing research 43 (4), 549-563, 2006 | 656 | 2006 |
| Revisiting gender differences: What we know and what lies ahead J Meyers-Levy, B Loken Journal of Consumer psychology 25 (1), 129-149, 2015 | 616 | 2015 |
| Affect generalization to similar and dissimilar brand extensions. CB Seminar Psychology & Marketing 4 (3), 1987 | 433 | 1987 |
| Predicting and understanding family planning behaviors M Fishbein, J Jaccard, AR Davidson, I Ajzen, B Loken Understanding attitudes and predicting social behavior, 1980 | 385 | 1980 |
| Consumer psychology: categorization, inferences, affect, and persuasion B Loken Annu. Rev. Psychol. 57 (1), 453-485, 2006 | 350 | 2006 |
| Consumer “confusion” of origin and brand similarity perceptions B Loken, I Ross, RL Hinkle Journal of Public Policy & Marketing 5 (1), 195-211, 1986 | 276 | 1986 |
| Categorization theory and research in consumer psychology B Loken, LW Barsalou, C Joiner Handbook of consumer psychology, 133-165, 2008 | 270 | 2008 |
| The role of the media in promoting and reducing tobacco use RM Davis US Department of Health and Human Services, National Institutes of Health …, 2008 | 191 | 2008 |
| Viewing usage of counterfeit luxury goods: Social identity and social hierarchy effects on dilution and enhancement of genuine luxury brands NB Amaral, B Loken Journal of Consumer Psychology 26 (4), 483-495, 2016 | 124 | 2016 |
| MEASURES OF THE ATTRIBUTE STRUCTURE UNDERLYING PRODUCT TYPICALITY. B Loken, J Ward Advances in consumer research 14 (1), 1987 | 101 | 1987 |
| The Generality of Typicality Effects on Preference and Comparison: An Exploratory Test. J Ward, B Loken Advances in consumer research 15 (1), 1988 | 96 | 1988 |
| The quintessential snack food: Measurement of product prototypes. J Ward, B Loken Advances in consumer research 13 (1), 1986 | 95 | 1986 |
| When will larger‐sized female models in advertisements be viewed positively? The moderating effects of instructional frame, gender, and need for cognition J Peck, B Loken Psychology & Marketing 21 (6), 425-442, 2004 | 94 | 2004 |
| Heavy smokers', light smokers', and nonsmokers' beliefs about cigarette smoking. B Loken Journal of Applied Psychology 67 (5), 616, 1982 | 86 | 1982 |
