| The effects of price on brand extension evaluations: The moderating role of extension similarity VA Taylor, WO Bearden Journal of the Academy of Marketing Science 30, 131-140, 2002 | 312 | 2002 |
| Consumers’ evaluation of unethical marketing behaviors: The role of customer commitment R Ingram, SJ Skinner, VA Taylor Journal of Business Ethics 62, 237-252, 2005 | 230 | 2005 |
| Consumer responses to Christian religious symbols in advertising VA Taylor, D Halstead, PJ Haynes Journal of Advertising 39 (2), 79-92, 2010 | 168 | 2010 |
| The price of unconditional love: Consumer decision making for high-dollar veterinary care BK Brockman, VA Taylor, CM Brockman Journal of Business Research 61 (5), 397-405, 2008 | 155 | 2008 |
| Advertising signaling effects for new brands: The moderating role of perceived brand differences MJ Barone, VA Taylor, JE Urbany Journal of Marketing Theory and Practice 13 (1), 1-13, 2005 | 77 | 2005 |
| The spiritual benefits of travel for senior tourists G Moal–Ulvoas, VA Taylor Journal of Consumer Behaviour 13 (6), 453-462, 2014 | 76 | 2014 |
| Ad spending on brand extensions: Does similarity matter? VA Taylor, WO Bearden Journal of Brand Management 11, 63-74, 2003 | 65 | 2003 |
| The effect of requests for positive evaluations on customer satisfaction ratings MA Jones, VA Taylor, KE Reynolds Psychology & Marketing 31 (3), 161-170, 2014 | 57 | 2014 |
| The impact of instruction understanding on satisfaction and switching intentions MA Jones, VA Taylor, RC Becherer, D Halstead Journal of consumer satisfaction, dissatisfaction and complaining behavior …, 2003 | 56 | 2003 |
| Over‐the‐counter vs. prescription medications: are consumer perceptions of the consequences of drug instruction non‐compliance different? AB Bower, SL Grau, VA Taylor International Journal of Consumer Studies 37 (2), 228-233, 2013 | 35 | 2013 |
| Improving product instruction compliance:“If you tell me why, I might comply” VA Taylor, AB Bower Psychology & Marketing 21 (3), 229-245, 2004 | 34 | 2004 |
| Founded by faith: Social entrepreneurship as a bridge between religion and work P Roundy, V Taylor, R Evans Roundy, PT, Taylor, VA, Evans, WR. Founded by Faith: Social entrepreneurship …, 2015 | 33 | 2015 |
| Marketer requests for positive post-purchase satisfaction evaluations: Consumer depth interview findings MA Jones, VA Taylor Journal of Retailing and Consumer Services 41, 218-226, 2018 | 29 | 2018 |
| Mutual fund advertising: Should investors take notice? MA Jones, VP Lesseig, TI Smythe, VA Taylor Journal of Financial Services Marketing 12, 242-254, 2007 | 29 | 2007 |
| Toward reducing youth exposure to tobacco messages: Examining the breadth of brand and nonbrand communications RÉ Lee, V Taylor, R McGetrick Journal of Health Communication 9 (5), 461-479, 2004 | 28 | 2004 |
| Increasing Intention to Comply with Pharmaceutical Product Instructions: An Exploratory Study Investigating the Rolesof Frame and Plain Language AB Bower, VA Taylor Journal of Health Communication 8 (2), 145-156, 2003 | 25 | 2003 |
| Millennial consumer responses to Christian religious symbols in advertising: A replication study VA Taylor, D Halstead, G Moal-Ulvoas Journal of Empirical Generalisations in Marketing Science 17 (1), 2017 | 19 | 2017 |
| Assessing Actual Service Performance: Incongruities Between Expectation and Evaluation Criteria. VA Taylor, AD Miyazaki Advances in Consumer Research 22 (1), 1995 | 19 | 1995 |
| Price effects on brand extension quality evaluations VA Taylor Journal of Empirical Generalisations in Marketing Science 7 (1), 2002 | 18 | 2002 |
| Brand name and price cue effects within a brand extension context VA Taylor Academy of Marketing Studies Journal 13 (2), 59, 2009 | 17 | 2009 |
