| Halal culinary and tourism marketing strategies on government websites: A preliminary analysis S Yousaf, F Xiucheng Tourism Management 68, 423-443, 2018 | 296 | 2018 |
| Evaluating the influences of religiosity and product involvement level on the consumers S Yousaf, M Shaukat Malik Journal of Islamic Marketing 4 (2), 163-186, 2013 | 153 | 2013 |
| The influence of investor personality traits on information acquisition and trading behavior: Evidence from Chinese futures exchange MZ Tauni, HX Fang, S Yousaf Personality and Individual Differences 87, 248-255, 2015 | 73 | 2015 |
| The moderating impact of emotions on customer equity drivers and loyalty intentions: Evidence of within sector differences Z Razzaq, S Yousaf, Z Hong Asia Pacific Journal of Marketing and Logistics 29 (2), 239-264, 2017 | 64 | 2017 |
| The impact of utilitarian and hedonistic shopping values on sustainable fashion consumption: The moderating role of religiosity Z Razzaq, A Razzaq, S Yousaf, Z Hong Global Business Review 19 (5), 1224-1239, 2018 | 63 | 2018 |
| Social identity, collective self esteem and country reputation: The case of Pakistan S Yousaf, H Li Journal of Product & Brand Management 24 (4), 399-411, 2015 | 58 | 2015 |
| Representations of Pakistan: A framing analysis of coverage in the US and Chinese news media surrounding operation Zarb-e-Azb S Yousaf International Journal of Communication, 2015 | 44 | 2015 |
| Branding Pakistan as a “Sufi” country: the role of religion in developing a nation's brand S Yousaf, L Huaibin Journal of Place Management and Development 7 (1), 90-104, 2014 | 42 | 2014 |
| Travel burnout: Exploring the return journeys of pilgrim-tourists amidst the COVID-19 pandemic S Yousaf Tourism Management 84, 104285, 2021 | 41 | 2021 |
| Promotion mix management: A consumer focused Islamic perspective† S Yousaf Journal of Marketing Communications 22 (2), 215-231, 2016 | 39 | 2016 |
| Investor-advisor Big Five personality similarity and stock trading performance MZ Tauni, S Yousaf, T Ahsan Journal of Business Research 109, 49-63, 2020 | 35 | 2020 |
| Branding China through the internationalization of higher education sector: an international students’ perspective from China S Yousaf, X Fan, F Laber Journal of Marketing for Higher Education 30 (2), 161-179, 2020 | 32 | 2020 |
| Food vloggers and parasocial interactions: A comparative study of local and foreign food vlogs using the SOR paradigm S Yousaf International Journal of Contemporary Hospitality Management 34 (9), 3525-3549, 2022 | 30 | 2022 |
| Understanding tourists’ motivations to launch a boycott on social media: A case study of the# BoycottMurree campaign in Pakistan S Yousaf, A Razzaq, X Fan Journal of Vacation Marketing 27 (4), 479-495, 2021 | 30 | 2021 |
| Quantification of country images as stereotypes and their role in developing a nation brand: The case of Pakistan S Yousaf Place Branding and Public Diplomacy 13, 81-95, 2017 | 29 | 2017 |
| Copysites/duplitectures as tourist attractions: An exploratory study on experiences of Chinese tourists at replicas of foreign architectural landmarks in China S Yousaf, X Fan Tourism Management 81, 104179, 2020 | 27 | 2020 |
| Impact of service innovation on customer satisfaction: An evidence from Pakistani banking industry R Kanwal, S Yousaf Emerging Economy Studies 5 (2), 125-140, 2019 | 27 | 2019 |
| Moderating influence of advisor personality on the association between financial advice and investor stock trading behavior MZ Tauni, MA Majeed, SS Mirza, S Yousaf, K Jebran International Journal of Bank Marketing 36 (5), 947-968, 2018 | 27 | 2018 |
| Profiling consumer behavior in the context of involvement level and demographic factors: Evidence of within-country differences from a developing economy S Yousaf, L Huaibin Journal of Global Marketing 26 (1), 1-17, 2013 | 27 | 2013 |
| Political marketing in Pakistan: exaggerated promises, delusive claims, marketable development projects and change advocacy S Yousaf Journal of Public Affairs 16 (2), 140-155, 2016 | 22 | 2016 |
