Advancing theory and knowledge in the business-to-business branding literature

Evaluating Structural Equation Models with Unobservable Variables and Measurement Error

Claes Fornell, David F. Larcker · Journal of Marketing Research · 1981 · 60.8K citations

Social Sciences, Educational Measurement, Econometrics +15

Firm Resources and Sustained Competitive Advantage

Jay B. Barney · Journal of Management · 1991 · 45.6K citations

Management, Strategic Management, Strategy +16

A resource‐based view of the firm

Birger Wernerfelt · Strategic Management Journal · 1984 · 24.8K citations · Full text

Management, Strategic Management, Strategy +17

The Commitment-Trust Theory of Relationship Marketing

Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 17.4K citations

Business, Marketing, Marketing Management +10

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Kevin Lane Keller · Journal of Marketing · 1993 · 10.5K citations

Business, Marketing, Marketing Management +14