Subfield · Marketing
Most cited papers in Marketing
What are the most cited papers in Marketing?
The most cited paper in Marketing is "PLS-SEM: Indeed a Silver Bullet" (Joe F. Hair, Christian M. Ringle, Marko Sarstedt, 2011), with 21,465 citations. Next come "SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality" (21,175) and "A Conceptual Model of Service Quality and Its Implications for Future Research" (17,152).
Showing 50 of 93 papers. Every paper with more than 3,702 citations is listed.
| # | Paper | ||
|---|---|---|---|
| 1 | PLS-SEM: Indeed a Silver Bullet Joe F. Hair, Christian M. Ringle, Marko Sarstedt · The Journal of Marketing Theory and Practice | 15 Mar 2011 | 21,465 |
| 2 | SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality Anitha Parasuraman, Leonard L. Berry, Valarie A. Zeithaml · Zenodo (CERN European Organization for Nuclear Research) | 1988 | 21,175 |
| 3 | A Conceptual Model of Service Quality and Its Implications for Future Research Anitha Parasuraman, Valarie A. Zeithaml, Leonard L. Berry · Journal of Marketing | 1985 | 17,152 |
| 4 | Evolving to a New Dominant Logic for Marketing Stephen Louis Vargo, Robert F. Lusch · Journal of Marketing | 22 Dec 2003 | 14,646 |
| 5 | A Paradigm for Developing Better Measures of Marketing Constructs Gilbert A. Churchill · Journal of Marketing Research | Feb 1979 | 12,726 |
| 6 | Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence Valarie A. Zeithaml · Journal of Marketing | Jul 1988 | 12,714 |
| 7 | Matrix Factorization Techniques for Recommender Systems Yehuda Koren, Robert Bell, Chris T. Volinsky · Computer | Aug 2009 | 11,958 |
| 8 | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity Kevin Lane Keller · Journal of Marketing | 1993 | 10,504 |
| 9 | The Circular Economy – A new sustainability paradigm? Martin Geissdoerfer, Paulo Savaget, Nancy Bocken et al. · Journal of Cleaner Production | 21 Dec 2016 | 9,096 |
| 10 | Measuring Service Quality: A Reexamination and Extension J. Joseph Cronin, Steven A. Taylor · Journal of Marketing | Jul 1992 | 8,966 |
| 11 | Possessions and the Extended Self Russell W. Belk · Journal of Consumer Research | Sep 1988 | 8,936 |
| 12 | Mind the Gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Anja Kollmuss, Julian Agyeman · Environmental Education Research | Aug 2002 | 8,791 |
| 13 | The Behavioral Consequences of Service Quality Valarie A. Zeithaml, Leonard L. Berry, Anitha Parasuraman · Journal of Marketing | Apr 1996 | 8,653 |
| 14 | Conceptualizing the circular economy: An analysis of 114 definitions Julian Kirchherr, Denise Reike, Marko P. Hekkert · Resources Conservation and Recycling | 15 Sep 2017 | 8,310 |
| 15 | An assessment of the use of partial least squares structural equation modeling in marketing research Joe F. Hair, Marko Sarstedt, Christian M. Ringle et al. · Journal of the Academy of Marketing Science | 6 Jun 2011 | 8,056 |
| 16 | The Elaboration Likelihood Model of Persuasion Richard E. Petty, John T. Cacioppo · Advances in experimental social psychology | 1986 | 7,808 |
| 17 | A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions Richard L. Oliver · Journal of Marketing Research | Nov 1980 | 7,806 |
| 18 | A Design Science Research Methodology for Information Systems Research Ken Peffers, Tuure Tuunanen, Marcus A. Rothenberger et al. · Journal of Management Information Systems | Dec 2007 | 7,661 |
| 19 | Corporate Social and Financial Performance: A Meta-Analysis Marc Orlitzky, Frank L. Schmidt, Sara L. Rynes · Organization Studies | Mar 2003 | 7,659 |
| 20 | Service-dominant logic: continuing the evolution Stephen Louis Vargo, Robert F. Lusch · Journal of the Academy of Marketing Science | Aug 2007 | 7,545 |
| 21 | Market Orientation: The Construct, Research Propositions, and Managerial Implications Ajay K. Kohli, Bernard J. Jaworski · Journal of Marketing | Apr 1990 | 7,354 |
| 22 | The Psychology of Attitudes Dipankar Chakravarti, Alice H. Eagly, Shelly Chaiken · Journal of Marketing Research | May 1997 | 7,186 |
| 23 | Whence Consumer Loyalty? Richard L. Oliver · Journal of Marketing | 1999 | 6,985 |
| 24 | Understanding digital transformation: A review and a research agenda Grégory Vial · The Journal of Strategic Information Systems | 10 Feb 2019 | 6,975 |
| 25 | A Simple Model of Herd Behavior Abhijit G. Banerjee · The Quarterly Journal of Economics | Aug 1992 | 6,671 |
| 26 | Customer Loyalty: Toward an Integrated Conceptual Framework Anthony Steven Dick, Kunal Basu · Journal of the Academy of Marketing Science | Mar 1994 | 6,637 |
| 27 | The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty Arjun Chaudhuri, Morris B. Holbrook · Journal of Marketing | Apr 2001 | 6,627 |
| 28 | Consumer perceived value: The development of a multiple item scale Jill Sweeney, Geoffrey N. Soutar · Journal of Retailing | Jun 2001 | 6,576 |
| 29 | Loss Aversion in Riskless Choice: A Reference-Dependent Model Amos Tversky, Daniel J. Kahneman · The Quarterly Journal of Economics | Nov 1991 | 6,543 |
| 30 | THE CORPORATE SOCIAL PERFORMANCE-FINANCIAL PERFORMANCE LINK Sandra A. Waddock, Samuel B. Graves · Strategic Management Journal | Apr 1997 | 6,497 |
| 31 | Co-creation experiences: The next practice in value creation C. K. Prahalad, Venkat Ramaswamy · Journal of Interactive Marketing | 15 Jul 2004 | 6,452 |
| 32 | Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments J. Joseph Cronin, Michael K. Brady, G. Tomas M. Hult · Journal of Retailing | Jun 2000 | 6,406 |
| 33 | From a literature review to a conceptual framework for sustainable supply chain management Stefan A. Seuring, Martin Müller · Journal of Cleaner Production | 13 Jun 2008 | 6,334 |
| 34 | Optimal Auction Design Roger B. Myerson · Mathematics of Operations Research | Feb 1981 | 6,188 |
| 35 | A Stakeholder Framework for Analyzing and Evaluating Corporate Social Performance Max Clarkson · Academy of Management Review | 1995 | 6,115 |
| 36 | The Effect of Word of Mouth on Sales: Online Book Reviews Judith A. Chevalier, Dina Mayzlin · Journal of Marketing Research | 11 Jul 2006 | 6,062 |
| 37 | Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value Barry J. Babin, William R. Darden, Mitch Griffin · Journal of Consumer Research | Mar 1994 | 6,005 |
| 38 | Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Thorsten Hennig‐Thurau, Kevin P. Gwinner, Gianfranco Walsh et al. · Journal of Interactive Marketing | Feb 2004 | 5,917 |
| 39 | Determinants of Long-Term Orientation in Buyer-Seller Relationships Shankar Ganesan · Journal of Marketing | Apr 1994 | 5,869 |
| 40 | Interaction terms in logit and probit models Chunrong Ai, Edward C. Norton · Economics Letters | 19 May 2003 | 5,849 |
| 41 | Corporate Social Responsibility: a Theory of the Firm Perspective Abagail McWilliams, Donald S. Siegel · Academy of Management Review | 2001 | 5,797 |
| 42 | A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research Cheryl Burke Jarvis, SCOTT B. MACKENZIE, Philip M. Podsakoff · Journal of Consumer Research | Sep 2003 | 5,774 |
| 43 | Understanding Customer Experience Throughout the Customer Journey Katherine N. Lemon, Peter C. Verhoef · Journal of Marketing | 16 Jun 2016 | 5,587 |
| 44 | Amazon.com recommendations: item-to-item collaborative filtering Greg Linden, Brent Smith, Jeremy C. York · IEEE Internet Computing | 2003 | 5,433 |
| 45 | DETERMINANTS OF INNOVATIVE BEHAVIOR: A PATH MODEL OF INDIVIDUAL INNOVATION IN THE WORKPLACE. Steven Scott, Reginald A. Bruce · Academy of Management Journal | Jun 1994 | 5,394 |
| 46 | Co-creation and the new landscapes of design Elizabeth Sanders, Pieter Jan Stappers · CoDesign | 22 Feb 2008 | 5,349 |
| 47 | Servicescapes: The Impact of Physical Surroundings on Customers and Employees Mary Jo Bitner · Journal of Marketing | Apr 1992 | 5,204 |
| 48 | A Natural-Resource-Based View of the Firm Stuart L. Hart · Academy of Management Review | Oct 1995 | 5,201 |
| 49 | Encouraging pro-environmental behaviour: An integrative review and research agenda Linda Steg, Charles A. J. Vlek · Journal of Environmental Psychology | 20 Nov 2008 | 5,063 |
| 50 | Communication and Persuasion: Central and Peripheral Routes to Attitude Change Franziska Marquart, Brigitte Naderer | 5 Nov 2015 | 5,025 |
Citations are OpenAlex's own counts, from its 2026-09-23 snapshot, so the ranking can differ from Google Scholar or Web of Science. A paper is listed for a field when OpenAlex files it under one of the field's topics; retracted papers and papers whose citation count cannot be traced to citing works are left out, and a preprint and the article it became are shown once. Release dates are OpenAlex's: where a source gave only a month or a year, that is what is shown. How the lists are chosen.