| Principles of marketing: a South Asian perspective, 13/E P Kotler Pearson Education India, 2010 | 226 | 2010 |
| How does religion discipline the consumer subject? Negotiating the paradoxical tension between consumer desire and the social order AA Rauf, A Prasad, A Ahmed Journal of Marketing Management 35 (5-6), 491-513, 2019 | 46 | 2019 |
| New moralities for new media? Assessing the role of social media in acts of terror and providing points of deliberation for business ethics AA Rauf Journal of Business Ethics 170 (2), 229-251, 2021 | 37 | 2021 |
| Temporal spaces of egalitarianism: The ethical negation of economic inequality in an ephemeral religious organization AA Rauf, A Prasad Journal of Business Ethics 162, 699-718, 2020 | 25 | 2020 |
| Consumption within a soft total institution: Discursive inculcation in the Tablighi Jamaat AA Rauf, A Prasad, MA Razzaque International Journal of Consumer Studies 42 (6), 854-864, 2018 | 16 | 2018 |
| Pathway to piety: sacred time as continuous effort AA Rauf Contemporary Islam 16 (2), 259-275, 2022 | 5 | 2022 |
| An Islamic Revivalist Group’s Unsuccessful Attempt to Find Meaning on WhatsApp: A Case Study of Understanding Unsustainable Asymmetrical Logics between Traditional Religion and … AA Rauf Religions 13 (9), 823, 2022 | 4 | 2022 |
| Consumer perceptions of foreign fast food restaurants in an emerging market AA Rauf, I Butt International Journal of Leisure and Tourism Marketing 3 (1), 40-70, 2012 | 4 | 2012 |
| The Case of South Korean Airlines-Within-Airlines Model: Helping Full-Service Carriers Challenge Low-Cost Carriers NT Khan, J Aslam, AA Rauf, YB Kim Sustainability 14 (6), 3468, 2022 | 3 | 2022 |
| Gypsum use ef fi ciency in saline-sodic soil as affected by water quality and organic matter NH Khan, MI Haq, A Rauf Proceedings of the 2nd National Congress of Soil Science, Faisalabad, 20-22, 1990 | 3 | 1990 |
| Maintaining Sacred Identities: How Religious Anti‐Consumption Conflicts with Culture AA Rauf, A Prasad Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de …, 2023 | 1 | 2023 |
| Fahm-ul-Halal Versus Taqwa Industries: Investigating Ethical (Mis-) Conduct in Pakistan’s Beverage Industry AA Rauf Asian Journal of Management Cases, 09728201221097769, 2022 | 1 | 2022 |
| Making the case for reusing and sharing data in qualitative consumer research AA Rauf Consumption Markets & Culture 25 (2), 159-175, 2022 | 1 | 2022 |
| Vlogging gastronomic tourism: understanding Global North-South dynamics in YouTube videos and their audiences’ feedback AA Rauf, FM Pasha Tourism Geographies, 1-25, 2024 | | 2024 |
| Book Review: Pressure Cooker: Why Home Cooking Won’t Solve Our Problems and What We Can Do About It by Sarah Bowen, Joslyn Brenton, and Sinnika Elliott AA Rauf Organization 30 (4), 790-792, 2023 | | 2023 |
| Media Review: Tasting qualities: The past and future of tea AA Rauf, CM Abdul Majid Organization Studies 44 (4), 680-682, 2023 | | 2023 |
| Purification in religious sojourns: consuming in relatively sacred spaces AA Rauf Qualitative Market Research: An International Journal, 2022 | | 2022 |
| Clothes That Make the Man: Understanding How the Extended Self Is Formed, Expressed and Negotiated by Male Tablighi Jamaat Adherents AA Rauf Religions 13 (10), 981, 2022 | | 2022 |
| Hyper Education: Why Good Schools, Good Grades, and Good Behavior Are not Enough MA Majid Chaudhry, AA Rauf Academy of Management Learning & Education 21 (1), 156-157, 2022 | | 2022 |
| Brand new nation: capitalist dreams and nationalist designs in twenty-first century India F bin Shahid, AA Rauf CONSUMPTION MARKETS & CULTURE 25 (1), 102-104, 2022 | | 2022 |
