| Measuring customer‐based brand equity W Lassar, B Mittal, A Sharma Journal of consumer marketing 12 (4), 11-19, 1995 | 3371 | 1995 |
| Why do customers switch? The dynamics of satisfaction versus loyalty B Mittal, WM Lassar Journal of services marketing 12 (3), 177-194, 1998 | 1450 | 1998 |
| Service Quality Perspective and Satisfaction in Private Banking W Lassar, R Manolis, Chris, Winsor International Journal of Bank Marketing 18 (4), 188-199, 2000 | 1222 | 2000 |
| The role of personalization in service encounters B Mittal, WM Lassar Journal of retailing 72 (1), 95-109, 1996 | 904 | 1996 |
| The relationship between consumer innovativeness, personal characteristics, and online banking adoption WM Lassar, C Manolis, SS Lassar International Journal of Bank Marketing 23 (2), 176-199, 2005 | 811 | 2005 |
| Customer engagement behaviors: The role of service convenience, fairness and quality SK Roy, V Shekhar, WM Lassar, T Chen Journal of Retailing and Consumer Services 44, 293-304, 2018 | 445 | 2018 |
| A model of trust and compliance in franchise relationships MAP Davies, W Lassar, C Manolis, M Prince, RD Winsor Journal of business venturing 26 (3), 321-340, 2011 | 395 | 2011 |
| Strategy and control in supplier–distributor relationships: An agency perspective WM Lassar, JL Kerr Strategic Management Journal 17 (8), 613-632, 1996 | 394 | 1996 |
| Determinants of distribution intensity GL Frazier, WM Lassar Journal of Marketing 60 (4), 39-51, 1996 | 288 | 1996 |
| Customer engagement behavior in individualistic and collectivistic markets SK Roy, MS Balaji, G Soutar, WM Lassar, R Roy Journal of Business Research 86, 281-290, 2018 | 255 | 2018 |
| The mediating impact of stickiness and loyalty on word-of-mouth promotion of retail websites: A consumer perspective S Kumar Roy, W M. Lassar, G T. Butaney European Journal of Marketing 48 (9/10), 1828-1849, 2014 | 230 | 2014 |
| Sexual liberalism as a determinant of consumer response to sex in advertising B Mittal, WM Lassar Journal of Business and Psychology 15 (1), 111-127, 2000 | 118 | 2000 |
| Convenience and satisfaction: mediation of fairness and quality SK Roy, WM Lassar, V Shekhar The Service Industries Journal 36 (5-6), 239-260, 2016 | 99 | 2016 |
| Measuring consumer perceptions of business ethical behavior in two Muslim countries J Tsalikis, W Lassar Journal of business ethics 89 (1), 91-98, 2009 | 88 | 2009 |
| Measuring service quality: a systematic review of literature SK Roy, WM Lassar, S Ganguli, B Nguyen, X Yu International Journal of Services, Economics and Management 7 (1), 24-52, 2015 | 87 | 2015 |
| The Hunt–vitell general theoryof marketing ethics: can it enhance our understanding of principal-agent relationships in channels of distribution? LJ Vermillion, WM Lassar, RD Winsor Journal of Business Ethics 41 (3), 267-285, 2002 | 84 | 2002 |
| Language divergence in service encounters: Revisiting its influence on word-of-mouth MS Balaji, SK Roy, WM Lassar Journal of Business Research 72, 210-213, 2017 | 64 | 2017 |
| Informal channel relationships in logistics WM Lassar, W Zinn Journal of Business Logistics 16 (1), 81, 1995 | 63 | 1995 |
| Increasing the persuasiveness of a service guarantee: the role of service process evidence H Marmorstein, D Sarel, WM Lassar Journal of Services Marketing 15 (2), 147-159, 2001 | 59 | 2001 |
| Consumer affective reactions to product problems when the timing of warranty expiration varies WM Lassar, VS Folkes, D Grewal, C Costley Journal of Business Research 42 (3), 265-270, 1998 | 52 | 1998 |
