| How co-branding versus brand extensions drive consumers' evaluations of new products: A brand equity approach A Besharat Industrial Marketing Management 39 (8), 1240-1249, 2010 | 204 | 2010 |
| The effect of review valence and variance on product evaluations: An examination of intrinsic and extrinsic cues R Langan, A Besharat, S Varki International Journal of Research in Marketing 34 (2), 414-429, 2017 | 86 | 2017 |
| Towards the formation of consensus in the domain of co-branding: Current findings and future priorities A Besharat, R Langan Journal of Brand Management 21, 112-132, 2014 | 86 | 2014 |
| Who benefits from multiple brand celebrity endorsements? An experimental investigation ACH Chen, RYH Chang, A Besherat, DW Baack Psychology & Marketing 30 (10), 850-860, 2013 | 60 | 2013 |
| Are maximizers blind to the future? When today’s best does not make for a better tomorrow A Besharat, DM Ladik, FA Carrillat Marketing Letters 25, 77-91, 2014 | 55 | 2014 |
| Leveraging virtual attribute experience in video games to improve brand recall and learning A Besharat, A Kumar, JR Lax, EJ Rydzik Journal of Advertising 42 (2-3), 170-182, 2013 | 52 | 2013 |
| When motivation is against debtors' best interest: The illusion of goal progress in credit card debt repayment A Besharat, FA Carrillat, DM Ladik Journal of Public Policy & Marketing 33 (2), 143-158, 2014 | 44 | 2014 |
| Keeping consumers in the red: Hedonic debt prioritization within multiple debt accounts S Varki, AW Craig Journal of Consumer Psychology 25 (2), 311–316, 2015 | 38 | 2015 |
| Fashionably late: Strategies for competing against a pioneer advantage A Besharat, RJ Langan, CA Nguyen Journal of Business Research 69 (2), 718-725, 2016 | 27 | 2016 |
| Management response to online WOM: Helpful or detrimental? YJ Lee, K Xie, A Besharat | 19* | 2016 |
| To stay or switch: breaking the habit of status quo through imagery perspective R Saine, CA Nguyen, A Besharat, PJ Trocchia European Journal of Marketing 52 (9/10), 1864-1885, 2018 | 18 | 2018 |
| Revenue management, hedonic pricing models and the effects of operational attributes DR Bacon, A Besharat, HG Parsa, SJ Smith International Journal of Revenue Management 9 (2-3), 147-164, 2016 | 16 | 2016 |
| Exogenous brand crises: brand infection and contamination KA Whitler, A Besharat, S Kashmiri Marketing letters 32, 129-133, 2021 | 8 | 2021 |
| When indulgence gets the best of you: Unexpected consequences of prepayment A Besharat, G Nardini Journal of Business Research 92, 321-328, 2018 | 8 | 2018 |
| Management Responses to Online Reviews: Helpful or Detrimental? YJ Lee, K Xie, A Besharat, Y Tan | 8 | 2017 |
| Customizing calories: How rejecting (vs. selecting) ingredients leads to lower calorie estimation and unhealthier food choices A Besharat, M Romero, K Haws Journal of Retailing 97 (3), 424-438, 2021 | 5 | 2021 |
| Contextual and Competitive Interference: Inhibition or Facilitation? A Kumar, A Besharat, CD Lindsey, S Krishnan Journal of advertising 43 (3), 228-243, 2014 | 5 | 2014 |
| I see me: The role of observer imagery in reducing consumer transgressions R Saine, AJ Kull, A Besharat, S Varki Journal of Business Ethics 168, 721-732, 2021 | 4 | 2021 |
| Essays on Mental Accounting and Consumers' Decision Making A Besharat | 4 | 2012 |
| A Step Forward Toward Discernment Of Co-Branding Strategy A Besharat Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference …, 2014 | 3 | 2014 |
