A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands

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

Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models

Kristopher J. Preacher, Andrew F. Hayes · Behavior Research Methods · 2008 · 32.7K citations · Full text

Public Health, Biostatistics, Causal Inference +13

Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence

Valarie A. Zeithaml · Journal of Marketing · 1988 · 12.7K citations · Full text

Business, Marketing, Marketing Management +17

Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis

Xinshu Zhao, John Lynch, Qimei Chen · Journal of Consumer Research · 2010 · 11.7K citations · Full text

Social Sciences, Psychology, Social Psychology +9

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

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

Business, Marketing, Marketing Management +14