| What drives college-age Generation Y consumers? SM Noble, DL Haytko, J Phillips Journal of business research 62 (6), 617-628, 2009 | 902 | 2009 |
| Relationship hindrance: why would consumers not want a relationship with a retailer? SM Noble, J Phillips Journal of Retailing 80 (4), 289-303, 2004 | 334 | 2004 |
| Managing rewards to enhance relational worth JP Melancon, SM Noble, CH Noble Journal of the Academy of Marketing Science 39 (3), 341-362, 2011 | 282 | 2011 |
| The influence of social media investment on relational outcomes: A relationship marketing perspective M Clark, J Melancon International Journal of Marketing Studies 5 (4), 132, 2013 | 261 | 2013 |
| Gender and live-streaming: source credibility and motivation PR Todd, J Melancon Journal of Research in Interactive Marketing 12 (1), 79-93, 2018 | 241 | 2018 |
| Product gender perceptions and antecedents of product gender congruence DL Fugate, J Phillips Journal of Consumer Marketing 27 (3), 251-261, 2010 | 226 | 2010 |
| Fan identification, Schadenfreude toward hated rivals, and the mediating effects of Importance of Winning Index (IWIN) V Dalakas, J Phillips Melancon Journal of Services Marketing 26 (1), 51-59, 2012 | 209 | 2012 |
| Consumer social voice in the age of social media: Segmentation profiles and relationship marketing strategies JP Melancon, V Dalakas Business Horizons 61 (1), 157-167, 2018 | 123 | 2018 |
| Simply captivating: Understanding consumers' attitudes toward the cinema as an advertising medium J Phillips, SM Noble Journal of Advertising 36 (1), 81-94, 2007 | 120 | 2007 |
| Brand rivalry and consumers’ schadenfreude: The case of Apple J Phillips-Melancon, V Dalakas Services Marketing Quarterly 35 (2), 173-186, 2014 | 70 | 2014 |
| Brands in the eye of the storm: Navigating political consumerism and boycott calls on social media V Dalakas, JP Melancon, I Szczytynski Qualitative Market Research: An International Journal 26 (1), 1-18, 2023 | 54 | 2023 |
| A qualitative inquiry on schadenfreude by sport fans. V Dalakas, J Phillips Melancon, T Sreboth Journal of Sport Behavior 38 (2), 2015 | 54 | 2015 |
| Synergistic effects of operant knowledge resources J Phillips Melancon, DA Griffith, SM Noble, Q Chen Journal of services marketing 24 (5), 400-411, 2010 | 46 | 2010 |
| Gender differences in perceptions of trolling in livestream video broadcasting PR Todd, J Melancon Cyberpsychology, Behavior, and Social Networking 22 (7), 472-476, 2019 | 43 | 2019 |
| Consumer profiles in reality vs fantasy‐based virtual worlds: Implications for brand entry J Phillips Melancon Journal of Research in Interactive Marketing 5 (4), 298-312, 2011 | 42 | 2011 |
| The role of individualism, collectivism, and promotional reward type on consumer response to amplified word-of-mouth strategies M Rawal, JL Saavedra Torres, R Bagherzadeh, S Rani, J Melancon Journal of Consumer Marketing 41 (3), 298-313, 2024 | 21 | 2024 |
| The value of relationship strength in segmenting casino patrons: An exploratory investigation J Phillips, M Tandoh, S Noble, V Bush Journal of Interactive Advertising 5 (1), 60-73, 2004 | 17 | 2004 |
| Selected dimensions of service gender: a study of perceptions of Generation Y JP Melancon, LP Forbes, D Fugate Journal of Services Marketing 29 (4), 293-301, 2015 | 13 | 2015 |
| The era of consumer entitlement: Investigating entitlement after a perceived brand failure JP Melancon, MJ Gardner, V Dalakas Journal of Consumer Marketing 38 (7), 780-790, 2021 | 10 | 2021 |
| What’s in it for me? Perceived value of marketing activities as a driver of consumer engagement on social network sites MJ Gardner, J HAIR, JP Melancon Marketing Management Journal 32 (2), 2022 | 7 | 2022 |
Stephanie M. NobleNestlé USA Professor of MarketingVerified email at utk.edu
