| Consumer evaluation of brand alliance signals BS Gammoh, KE Voss, G Chakraborty Psychology & Marketing 23 (6), 465-486, 2006 | 220 | 2006 |
| Building brands through brand alliances: does a second ally help? KE Voss, BS Gammoh Marketing Letters 15 (2-3), 147-159, 2004 | 198 | 2004 |
| Characteristics of social-media marketing strategy and customer-based brand equity outcomes: a conceptual model PHM Pham, BS Gammoh International Journal of Internet Marketing and Advertising 9 (4), 321-337, 2015 | 182 | 2015 |
| In good and bad times: The interpersonal nature of brand love in service relationships SJ Long‐Tolbert, BS Gammoh Journal of Services Marketing 26 (6), 391-402, 2012 | 175 | 2012 |
| Drivers and outcomes of brand relationship quality in the context of online social networks I Pentina, BS Gammoh, L Zhang, M Mallin International Journal of Electronic Commerce 17 (3), 63-86, 2013 | 174 | 2013 |
| Consumer culture brand positioning strategies: an experimental investigation BS Gammoh, AC Koh, SC Okoroafo Journal of Product & Brand Management 20 (1), 48-57, 2011 | 97 | 2011 |
| 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 impact of salesperson-brand personality congruence on salesperson brand identification, motivation and performance outcomes B S. Gammoh, M L. Mallin, E Bolman Pullins Journal of Product & Brand Management 23 (7), 543-553, 2014 | 51 | 2014 |
| Alliance competence: The moderating role of valence of alliance experience BS Gammoh, KE Voss European Journal of Marketing 47 (5/6), 964-986, 2013 | 51 | 2013 |
| Brand alliance research: In search of a new perspective and directions for future research BS Gammoh, KE Voss Journal of Marketing Development and Competitiveness 5 (3), 81-93, 2011 | 46 | 2011 |
| Multiple brand alliances: A portfolio diversification perspective BS Gammoh, KE Voss, X Fang Journal of Product & Brand Management 19 (1), 27-33, 2010 | 44 | 2010 |
| A new perspective of salesperson motivation and salesforce outcomes: The mediating role of salesperson-brand identification ML Mallin, BS Gammoh, EB Pullins, CM Johnson Journal of Marketing Theory and Practice 25 (4), 357-374, 2017 | 43 | 2017 |
| Antecedents and consequences of salesperson identification with the brand and company BS Gammoh, ML Mallin, EB Pullins Journal of Personal Selling & Sales Management 34 (1), 3-18, 2014 | 41 | 2014 |
| Corporate brands as brand allies M Mohan, KE Voss, FR Jiménez, BS Gammoh Journal of Product & Brand Management 27 (1), 41-56, 2018 | 39 | 2018 |
| The role of sustainability orientation in outsourcing: Antecedents, practices, and outcomes S Li, S Okoroafo, B Gammoh J. Mgmt. & Sustainability 4, 27, 2014 | 37 | 2014 |
| Consumer evaluation of continuous and discontinuous innovation: The effects of brand equity and product category knowledge BS Gammoh, KE Voss, R Skiver American Journal of business 26 (1), 65-79, 2011 | 26 | 2011 |
| Consumer attitudes toward human-like avatars in advertisements: The effect of category knowledge and imagery BS Gammoh, FR Jiménez, R Wergin International Journal of Electronic Commerce 22 (3), 325-348, 2018 | 25 | 2018 |
| The role of salesperson brand selling confidence in enhancing important sales management outcomes: a social identity approach BS Gammoh, ML Mallin, EB Pullins, CM Johnson Journal of Business & Industrial Marketing 33 (3), 277-290, 2018 | 24 | 2018 |
| Building brands through brand alliances: Combining warranty information with a brand ally X Fang, BS Gammoh, KE Voss Journal of Product & Brand Management 22 (2), 153-160, 2013 | 23 | 2013 |
| Gender differences in perceptions of the marketing stimuli of family owned businesses (FOBs) SC Okoroafo, AC Koh, BS Gammoh International Journal of Marketing Studies 2 (1), 3, 2010 | 21 | 2010 |
