| When will a brand scandal spill over, and how should competitors respond? ML Roehm, AM Tybout Journal of Marketing Research 43 (3), 366-373, 2006 | 542 | 2006 |
| Designing loyalty-building programs for packaged goods brands ML Roehm, EB Pullins, HA Roehm Jr Journal of Marketing Research 39 (2), 202-213, 2002 | 375 | 2002 |
| Strategies to offset performance failures: The role of brand equity MK Brady, JJ Cronin Jr, GL Fox, ML Roehm Journal of Retailing 84 (2), 151-164, 2008 | 319 | 2008 |
| The moderating effect of knowledge and resources on the persuasive impact of analogies ML Roehm, B Sternthal Journal of Consumer Research 28 (2), 257-272, 2001 | 280 | 2001 |
| Retail segmentation using artificial neural networks DS Boone, M Roehm International journal of research in marketing 19 (3), 287-301, 2002 | 160 | 2002 |
| Consumer responses to performance failures by high-equity brands ML Roehm, MK Brady Journal of Consumer Research 34 (4), 537-545, 2007 | 156 | 2007 |
| From transactions to journeys and beyond: The evolution of B2B buying process modeling MD Steward, JA Narus, ML Roehm, W Ritz Industrial Marketing Management 83, 288-300, 2019 | 147 | 2019 |
| Revisiting the effect of positive mood on variety seeking HA Roehm Jr, ML Roehm Journal of consumer research 32 (2), 330-336, 2005 | 133 | 2005 |
| Instrumental vs. vocal versions of popular music in advertising ML Roehm Journal of Advertising Research 41 (3), 49-58, 2001 | 126 | 2001 |
| Plugs versus placements: A comparison of alternatives for within‐program brand exposure ML Roehm, HA Roehm Jr, DS Boone Psychology & Marketing 21 (1), 17-28, 2004 | 104 | 2004 |
| An exploratory study of business-to-business online customer reviews: External online professional communities and internal vendor scorecards MD Steward, JA Narus, ML Roehm Journal of the Academy of Marketing Science 46, 173-189, 2018 | 78 | 2018 |
| The influence of redemption time frame on responses to incentives ML Roehm, HA Roehm Journal of the Academy of Marketing Science 39, 363-375, 2011 | 64 | 2011 |
| Evaluating the appropriateness of market segmentation solutions using artificial neural networks and the membership clustering criterion DS Boone, M Roehm Marketing letters 13, 317-333, 2002 | 56 | 2002 |
| Variety-seeking and time of day: Why leader brands hope young adults shop in the afternoon, but follower brands hope for morning HA Roehm, ML Roehm Marketing Letters 15, 213-221, 2004 | 54 | 2004 |
| Let the response fit the scandal AM Tybout, M Roehm Harvard business review 87 (12), 82-88, 2009 | 48 | 2009 |
| The relationship between packaging uniformity and variety seeking ML Roehm, HA Roehm Jr Psychology & Marketing 27 (12), 1122-1133, 2010 | 35 | 2010 |
| An Exploratory Attribution Analysis of Attitudes Toward the World Wide Web as a Product Information Source. ML Peterman, HA Roehm Jr, CP Haugtvedt Advances in Consumer Research 26 (1), 1999 | 26 | 1999 |
| Consumer responses to parodic ads ML Roehm, HA Roehm Jr Journal of Consumer Psychology 24 (1), 18-33, 2014 | 22 | 2014 |
| An exploration of flashbulb memory ML Roehm Journal of Consumer Psychology 26 (1), 1-16, 2016 | 12 | 2016 |
| The relationship between FSI advertising style and coupon redemption HA Roehm, ML Roehm Marketing Letters 18, 237-247, 2007 | 11 | 2007 |
