| Symbolic and functional positioning of brands S Bhat, SK Reddy Journal of consumer marketing 15 (1), 32-43, 1998 | 1353 | 1998 |
| To extend or not to extend: Success determinants of line extensions SK Reddy, SL Holak, S Bhat Journal of marketing research 31 (2), 243-262, 1994 | 707 | 1994 |
| The impact of parent brand attribute associations and affect on brand extension evaluation S Bhat, SK Reddy Journal of business research 53 (3), 111-122, 2001 | 650 | 2001 |
| Ratings lead you to the product, reviews help you clinch it? The mediating role of online review sentiments on product sales N Hu, NS Koh, SK Reddy Decision support systems 57, 42-53, 2014 | 524 | 2014 |
| The impact of brand extension introduction on choice V Swaminathan, RJ Fox, SK Reddy Journal of Marketing 65 (4), 1-15, 2001 | 508 | 2001 |
| Art for reward's sake: Visual art recruits the ventral striatum S Lacey, H Hagtvedt, VM Patrick, A Anderson, R Stilla, G Deshpande, ... Neuroimage 55 (1), 420-433, 2011 | 285 | 2011 |
| Exploring the determinants of Broadway show success SK Reddy, V Swaminathan, CM Motley Journal of Marketing Research 35 (3), 370-383, 1998 | 243 | 1998 |
| Digital transformation and value creation: Sea change ahead SK Reddy, W Reinartz NIM Marketing Intelligence Review 9 (1), 10-17, 2017 | 212 | 2017 |
| Consumer evaluations of corporate brand redeployments A Jaju, C Joiner, SK Reddy Journal of the Academy of Marketing Science 34 (2), 206-215, 2006 | 190 | 2006 |
| Effects of ignoring correlated measurement error in structural equation models SK Reddy Educational and psychological measurement 52 (3), 549-570, 1992 | 121 | 1992 |
| SPOT: Scheduling programs optimally for television SK Reddy, JE Aronson, A Stam Management Science 44 (1), 83-102, 1998 | 109 | 1998 |
| Modeling on-line art auction dynamics using functional data analysis SK Reddy, M Dass Statistical Science, 179-193, 2006 | 104 | 2006 |
| Spillover effects of ingredient branded strategies on brand choice: A field study V Swaminathan, SK Reddy, SL Dommer Marketing Letters 23, 237-251, 2012 | 101 | 2012 |
| Investigating the dimensions of fit between a brand and its extension S Bhat, SK Reddy 1997 AMA Winter Educators’ Conference Proceedings 8, 186-194, 1997 | 66 | 1997 |
| Effects of a television and radio advertising ban: A study of the cigarette industry SL Holak, SK Reddy Journal of Marketing 50 (4), 219-227, 1986 | 64 | 1986 |
| The Evolution and Antecedents of Transformational Advertising: A Conceptual Model. V Swaminathan, GM Zinkhan, SK Reddy Advances in consumer research 23 (1), 1996 | 62 | 1996 |
| Affinity partnering: Conceptualization and issues V Swaminathan, SK Reddy Handbook of relationship marketing, 381-405, 2000 | 54 | 2000 |
| Measuring and modeling the effects of long-term buyer–seller relationships in corporate financial services markets SK Reddy, JA Czepiel Journal of Business Research 46 (3), 235-244, 1999 | 49 | 1999 |
| A dynamic approach to the analysis of strategic alliances BP Rao, SK Reddy International Business Review 4 (4), 499-518, 1995 | 45 | 1995 |
| The Impact of Market Structure on Performance and Strategy: A Comparison of US and European markets CS Craig, SP Douglas, SK Reddy JAI Press 2, 1, 1987 | 43 | 1987 |
