| Market orientation research: a qualitative synthesis and future research agenda VK Gupta, G Atav, DK Dutta Review of Managerial Science 13 (4), 649-670, 2019 | 55 | 2019 |
| To forgive or retaliate? How regulatory fit affects emotional reactions and repurchase decisions following product failures G Atav, S Chatterjee, R Roy Journal of Consumer Marketing 38 (4), 397-409, 2021 | 11 | 2021 |
| Do buzz and evidence really matter in product preannouncements? An empirical test of two competing theories DP Mishra, G Atav, MD Dalman Journal of Consumer Marketing 37 (7), 739-748, 2020 | 10 | 2020 |
| Choosing the sure gain and the sure loss: uncertainty avoidance and the reflection effect S Chatterjee, G Atav, J Min, D Taylor Journal of Consumer Marketing, 2014 | 10 | 2014 |
| Attainment Goals and Maintenance Goals: the Appeal of Approach Versus Avoidance Framed Strategies G Atav, KK Desai ACR North American Advances, 2016 | 1 | 2016 |
| Research Repository G Atav, S Chatterjee, R Roy | | |
