1. The negative attraction effect? A study of the attraction effect under judgment and choice;ACR North American Advances,1991
2. Measuring brand equity across products and markets;California Management Review,1996
3. The financial information content of perceived quality;Journal of Marketing Research,1994
4. The effect of services marketing mix elements on customer-based brand equity: an empirical study on mobile telecom service recipients in Jordan;International Journal of Business and Management,2013
5. Effectiveness of marketing strategies and corporate image on brand equity as a sustainable competitive advantage;Interdisciplinary Journal of Contemporary Research in Business (IJCRB),2012