| Are women more loyal customers than men? Gender differences in loyalty to firms and individual service providers V Melnyk, SMJ Van Osselaer, THA Bijmolt Journal of Marketing 73 (4), 82-96, 2009 | 368 | 2009 |
| The double-edged sword of foreign brand names for companies from emerging countries V Melnyk, K Klein, F Völckner Journal of Marketing 76 (6), 21-37, 2012 | 257 | 2012 |
| Speaking to the mind or the heart: Effects of matching hedonic versus utilitarian arguments and products K Klein, V Melnyk Marketing letters 27, 131-142, 2016 | 157 | 2016 |
| Pink or blue? The impact of gender cues on brand perceptions AC Hess, V Melnyk European Journal of Marketing 50 (9/10), 1550-1574, 2016 | 119 | 2016 |
| The influence of social norms on consumer behavior: A meta-analysis V Melnyk, FA Carrillat, V Melnyk Journal of Marketing 86 (3), 98-120, 2022 | 115 | 2022 |
| Make me special: Gender differences in consumers’ responses to loyalty programs V Melnyk, SMJ van Osselaer Marketing Letters 23, 545-559, 2012 | 111 | 2012 |
| The effects of introducing and terminating loyalty programs V Melnyk, T Bijmolt European Journal of Marketing 49 (3/4), 398-419, 2015 | 96 | 2015 |
| Temperature and emotions: Effects of physical temperature on responses to emotional advertising P Bruno, V Melnyk, F Völckner International Journal of Research in Marketing 34 (1), 302-320, 2017 | 63 | 2017 |
| What to stress, to whom and where? A cross-country investigation of the effects of perceived brand benefits on buying intentions R Van der Lans, Y Van Everdingen, V Melnyk International Journal of Research in Marketing 33 (4), 924-943, 2016 | 48 | 2016 |
| Analysing the motivations of Japanese international sports-fan tourists T Nishio, R Larke, H van Heerde, V Melnyk European Sport Management Quarterly 16 (4), 487-501, 2016 | 44 | 2016 |
| 40 years of loyalty programs: how effective are they? Generalizations from a meta-analysis A Belli, AM O’Rourke, FA Carrillat, L Pupovac, V Melnyk, E Napolova Journal of the Academy of Marketing Science 50 (1), 147-173, 2022 | 43 | 2022 |
| Marking your trade: Cultural factors in the prolongation of trademarks V Melnyk, M Giarratana, A Torres Journal of Business Research 67 (4), 478-485, 2014 | 39 | 2014 |
| The effect of text-only versus text-and-image wine labels on liking, taste and purchase intentions. The mediating role of affective fluency DA Jaud, V Melnyk Journal of Retailing and Consumer Services 53, 101964, 2020 | 38 | 2020 |
| The ugly side of customer management–consumer reactions to firm-initiated contract terminations A Lepthien, D Papies, M Clement, V Melnyk International Journal of Research in Marketing 34 (4), 829-850, 2017 | 35 | 2017 |
| Resisting temptation: gender differences in customer loyalty in the presence of a more attractive alternative V Melnyk Australasian Marketing Journal (AMJ) 22 (4), 335-341, 2014 | 25 | 2014 |
| Enhancing consumer well-being and behavior with spiritual and fantasy advertising S Dodds, DA Jaud, V Melnyk Journal of Advertising 50 (4), 354-371, 2021 | 24 | 2021 |
| Effects of background music on evaluations of visual images K Klein, V Melnyk, F Voelckner Psychology & Marketing 38 (12), 2240-2246, 2021 | 22 | 2021 |
| Predicting behaviour: comparing the performance of factual versus attitudinal approaches J Holdershaw, V Melnyk, P Gendall, M Wright International Journal of Social Research Methodology 21 (4), 439-452, 2018 | 7 | 2018 |
| Recent trends in research and practice of customer loyalty and loyalty programs V Melnyk Актуальні проблеми економіки 125 (11), 415-420, 2011 | 4 | 2011 |
| Cooling down or heating up with emotions: How temperature affects customer response to emotional advertising appeals W Cold Advances in Consumer Research 40, 2012 | 3 | 2012 |
