| No pain, no gain: A critical review of the literature on signaling unobservable product quality A Kirmani, AR Rao Journal of marketing 64 (2), 66-79, 2000 | 2770 | 2000 |
| Consumers' use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent MC Campbell, A Kirmani Journal of consumer research 27 (1), 69-83, 2000 | 1729 | 2000 |
| A consumer-side experimental examination of signaling theory: do consumers perceive warranties as signals of quality? W Boulding, A Kirmani Journal of consumer research 20 (1), 111-123, 1993 | 1550 | 1993 |
| Money talks: Perceived advertising expense and expected product quality A Kirmani, P Wright Journal of consumer research 16 (3), 344-353, 1989 | 882 | 1989 |
| The ownership effect in consumer responses to brand line stretches A Kirmani, S Sood, S Bridges Journal of Marketing 63 (1), 88-101, 1999 | 663 | 1999 |
| The effect of perceived advertising costs on brand perceptions A Kirmani Journal of consumer research 17 (2), 160-171, 1990 | 642 | 1990 |
| Vigilant against manipulation: The effect of regulatory focus on the use of persuasion knowledge A Kirmani, R Zhu Journal of Marketing Research 44 (4), 688-701, 2007 | 575 | 2007 |
| Advertising, perceived quality, and brand image A Kirmani, V Zeithaml Brand Equity & Advertising, 143-161, 2013 | 465 | 2013 |
| Advertising repetition as a signal of quality: If it's advertised so much, something must be wrong A Kirmani Journal of advertising 26 (3), 77-86, 1997 | 427 | 1997 |
| Goal seeker and persuasion sentry: How consumer targets respond to interpersonal marketing persuasion A Kirmani, MC Campbell Journal of consumer research 31 (3), 573-582, 2004 | 409 | 2004 |
| A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them ML Fransen, PWJ Verlegh, A Kirmani, EG Smit International Journal of Advertising 34 (1), 6-16, 2015 | 394 | 2015 |
| Understanding what's in a brand rating: A model for assessing brand and attribute effects and their relationship to brand equity WR Dillon, TJ Madden, A Kirmani, S Mukherjee Journal of Marketing Research 38 (4), 415-429, 2001 | 325 | 2001 |
| Look at me! Look at me! Conspicuous brand usage, self-brand connection, and dilution R Ferraro, A Kirmani, T Matherly Journal of Marketing Research 50 (4), 477-488, 2013 | 300 | 2013 |
| I know what you’re doing and why you’re doing it MC Campbell, A Kirmani Handbook of Concumer Psychology, 549-574, 2008 | 271 | 2008 |
| Effects of source congruity on brand attitudes and beliefs: The moderating role of issue‐relevant elaboration A Kirmani, B Shiv Journal of Consumer Psychology 7 (1), 25-47, 1998 | 237 | 1998 |
| In times of trouble: A framework for understanding consumers’ responses to threats MC Campbell, JJ Inman, A Kirmani, LL Price Journal of consumer research 47 (3), 311-326, 2020 | 227 | 2020 |
| The self and the brand A Kirmani Journal of Consumer Psychology 19 (3), 271-275, 2009 | 190 | 2009 |
| Doing well versus doing good: The differential effect of underdog positioning on moral and competent service providers A Kirmani, RW Hamilton, DV Thompson, S Lantzy Journal of Marketing 81 (1), 103-117, 2017 | 175 | 2017 |
| Taking the target’s perspective: The persuasion knowledge model A Kirmani, MC Campbell Social psychology of consumer behavior, 297-316, 2009 | 115 | 2009 |
| Reference points used in quality and value judgements A Kirmani, H Baumgartner Marketing Letters 11, 299-310, 2000 | 112 | 2000 |
