| Exploring brand personality–celebrity endorser personality congruence in celebrity endorsements in the Indian context AS Mishra, S Roy, AA Bailey Psychology & Marketing 32 (12), 1158-1174, 2015 | 163 | 2015 |
| Service quality versus service experience: An empirical examination of the consequential effects in B2B services S Roy, S Sreejesh, S Bhatia Industrial Marketing Management 82, 52-69, 2019 | 132 | 2019 |
| Effects of customer experience across service types, customer types and time S Roy Journal of services Marketing 32 (4), 400-413, 2018 | 124 | 2018 |
| An exploratory study in celebrity endorsements S Roy Journal of creative communications 1 (2), 139-153, 2006 | 116 | 2006 |
| The moderating role of consumer personality and source credibility in celebrity endorsements S Roy, V Jain, P Rana Asia-Pacific Journal of Business Administration 5 (1), 72-88, 2013 | 109 | 2013 |
| The effect of misspecification of reflective and formative constructs in operations and manufacturing management research S Roy, M Tarafdar, TS Ragu-Nathan, E Marsillac Electronic Journal of Business Research Methods 10 (1), pp34‑52-pp34‑52, 2012 | 106 | 2012 |
| Understanding the orientation of gen Y toward mobile applications and in-app advertising in India. K Bhave, V Jain, S Roy International Journal of Mobile Marketing 8 (1), 2013 | 102 | 2013 |
| App adoption and switching behavior: applying the extended tam in smartphone app usage S Roy JISTEM-Journal of Information Systems and Technology Management 14, 239-261, 2017 | 99 | 2017 |
| Meaning transfer in celebrity endorsements: an explanation using metaphors S Roy Journal of Marketing Communications 24 (8), 843-862, 2018 | 92 | 2018 |
| Understanding meaning transfer in celebrity endorsements: a qualitative exploration V Jain, S Roy Qualitative Market Research: An International Journal 19 (3), 266-286, 2016 | 88 | 2016 |
| Conceptualizing luxury buying behavior: the Indian perspective V Jain, S Roy, A Ranchhod Journal of Product & Brand Management 24 (3), 211-228, 2015 | 84 | 2015 |
| Technology readiness, perceived ubiquity and M-commerce adoption: The moderating role of privacy S Roy, YLR Moorthi Journal of Research in Interactive Marketing 11 (3), 268-295, 2017 | 83 | 2017 |
| Effect of QR codes on consumer attitudes. S Narang, V Jain, S Roy International Journal of Mobile Marketing 7 (2), 2012 | 79 | 2012 |
| Validating a scale to measure consumer’s luxury brand aspiration S Sreejesh, A Sarkar, S Roy Journal of Product & Brand Management 25 (5), 465-478, 2016 | 68 | 2016 |
| Personality and fashion consumption: a conceptual framework in the Indian context R Saran, S Roy, R Sethuraman Journal of Fashion Marketing and Management 20 (2), 157-176, 2016 | 67 | 2016 |
| Celebrity endorsements in destination marketing: A three country investigation S Roy, W Dryl, L de Araujo Gil Tourism Management 83, 104213, 2021 | 66 | 2021 |
| Predicting the effectiveness of celebrity endorsements using the balance theory S Roy, BS Gammoh, AC Koh Journal of customer behaviour 11 (1), 33-52, 2012 | 62 | 2012 |
| The effect of demographic and personality characteristics on fashion shopping proneness: A study of the Indian market S Roy, R Sethuraman, R Saran International Journal of Retail & Distribution Management 44 (4), 426-447, 2016 | 61 | 2016 |
| To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes S Roy, S Sarkar Journal of brand management 22 (4), 340-360, 2015 | 53 | 2015 |
| What really works for teenagers: human or fictional celebrity? V Jain, S Roy, A Daswani, M Sudha Young Consumers 12 (2), 171-183, 2011 | 52 | 2011 |
