| # | Title | Journal | Year | Citations |
|---|
| 1 | Service-dominant logic: reactions, reflections and refinements | Marketing Theory | 2006 | 1,307 |
| 2 | Creating value-in-use through marketing interaction: the exchange logic of relating, communicating and knowing | Marketing Theory | 2006 | 595 |
| 3 | Adopting a service logic for marketing | Marketing Theory | 2006 | 577 |
| 4 | The dynamics of place brands | Marketing Theory | 2013 | 437 |
| 5 | Towards an epistemology of consumer culture theory | Marketing Theory | 2011 | 404 |
| 6 | Beyond the Intention–Behaviour Mythology | Marketing Theory | 2002 | 369 |
| 7 | Value creation processes and value outcomes in marketing theory | Marketing Theory | 2013 | 291 |
| 8 | Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising | Marketing Theory | 2004 | 283 |
| 9 | Markets, market-making and marketing | Marketing Theory | 2007 | 252 |
| 10 | Theoretical and philosophical implications of postmodern debates: some challenges to modern marketing | Marketing Theory | 2006 | 239 |
| 11 | Further evolving the new dominant logic of marketing: from services to the social construction of markets | Marketing Theory | 2006 | 236 |
| 12 | Value propositions | Marketing Theory | 2014 | 222 |
| 13 | A history of schools of marketing thought | Marketing Theory | 2005 | 211 |
| 14 | The interactive effects of colors and products on perceptions of brand logo appropriateness | Marketing Theory | 2006 | 201 |
| 15 | On defining marketing: finding a new roadmap for marketing | Marketing Theory | 2006 | 186 |
| 16 | Institutional logics matter when coordinating resource integration | Marketing Theory | 2014 | 181 |
| 17 | The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory? | Marketing Theory | 2006 | 170 |
| 18 | Digital work | Marketing Theory | 2016 | 170 |
| 19 | Arts and aesthetics: Marketing and cultural production | Marketing Theory | 2006 | 165 |
| 20 | Market practices and forms: introduction to the special issue | Marketing Theory | 2008 | 162 |
| 21 | What about the ‘place’ in place marketing? | Marketing Theory | 2013 | 162 |
| 22 | Marketing Images | Marketing Theory | 2001 | 151 |
| 23 | Toward a General Theory of Creativity in Advertising: Examining the Role of Divergence | Marketing Theory | 2004 | 150 |
| 24 | Resource integration | Marketing Theory | 2012 | 149 |
| 25 | Remembering motivation research: toward an alternative genealogy of interpretive consumer research | Marketing Theory | 2006 | 147 |
| 26 | Escaping the tyranny of choice: when fewer attributes make choice easier | Marketing Theory | 2007 | 142 |
| 27 | Inversions of service-dominant logic | Marketing Theory | 2014 | 137 |
| 28 | The ideology of the ethical consumption gap | Marketing Theory | 2016 | 134 |
| 29 | Are current research approaches inmarketing leading us astray? | Marketing Theory | 2001 | 131 |
| 30 | Conceptualizing and measuring brand salience | Marketing Theory | 2004 | 130 |
| 31 | Rationalizing service logic, or understanding services as experience? | Marketing Theory | 2006 | 128 |
| 32 | Consumer culture theory (re)visits actor–network theory | Marketing Theory | 2013 | 126 |
| 33 | Discursivity, difference, and disruption | Marketing Theory | 2013 | 113 |
| 34 | Research on Ending Exchange Relationships: A Categorization, Assessment and Outlook | Marketing Theory | 2002 | 112 |
| 35 | Explaining the Special Case of Incongruity in Advertising: Combining Classic Theoretical Approaches | Marketing Theory | 2004 | 110 |
| 36 | Value cocreation in service interactions | Marketing Theory | 2015 | 109 |
| 37 | Theorizing about resource integration through service-dominant logic | Marketing Theory | 2014 | 108 |
| 38 | A blueprint for sustainability marketing | Marketing Theory | 2016 | 107 |
| 39 | Mutuality | Marketing Theory | 2016 | 105 |
| 40 | How e-communities extend the concept of exchange in marketing: An application of the motivation, opportunity, ability (MOA) theory | Marketing Theory | 2005 | 101 |
| 41 | Value co-destruction in interfirm relationships | Marketing Theory | 2016 | 100 |
| 42 | Market system dynamics | Marketing Theory | 2017 | 98 |
| 43 | Antecedents to value diminution | Marketing Theory | 2016 | 97 |
| 44 | A new perspective on market dynamics | Marketing Theory | 2014 | 96 |
| 45 | What Is Marketing Knowledge? | Marketing Theory | 2001 | 94 |
| 46 | A model of online customer behavior during the initial transaction: Moderating effects of customer characteristics | Marketing Theory | 2005 | 94 |
| 47 | Non-representational marketing theory | Marketing Theory | 2014 | 94 |
| 48 | Sustainable Communication and the Dominant Social Paradigm: Can They Be Integrated? | Marketing Theory | 2004 | 93 |
| 49 | Innovation, symbolic interaction and customer valuing: thoughts stemming from a service-dominant logic of marketing | Marketing Theory | 2006 | 93 |
| 50 | The ordering of marketing theory: the influence of McCarthyism and the Cold War | Marketing Theory | 2006 | 92 |
