| A dual model of product involvement for effective virtual reality: The roles of imagination, co-creation, telepresence, and interactivity K Cowan, S Ketron Journal of business research 100, 483-492, 2019 | 273 | 2019 |
| How CSR reputation, sustainability signals, and country-of-origin sustainability reputation contribute to corporate brand performance: An exploratory study K Cowan, F Guzman Journal of business research 117, 683-693, 2020 | 252 | 2020 |
| Green spirit: Consumer empathies for green apparel K Cowan, T Kinley International Journal of Consumer Studies 38 (5), 493-499, 2014 | 217 | 2014 |
| When inter-firm relationship benefits mitigate power asymmetry K Cowan, AK Paswan, E Van Steenburg Industrial Marketing Management 48, 140-148, 2015 | 97 | 2015 |
| Privacy concerns when using augmented reality face filters? Explaining why and when use avoidance occurs K Cowan, A Javornik, P Jiang Psychology & Marketing 38 (10), 1799-1813, 2021 | 90 | 2021 |
| Prioritizing marketing research in virtual reality: Development of an immersion/fantasy typology K Cowan, S Ketron European Journal of Marketing 53 (8), 1585-1611, 2019 | 88 | 2019 |
| Marketing practices of rural micro and small businesses in Ghana: The role of public policy C Blankson, K Cowan, WK Darley Journal of Macromarketing 38 (1), 29-56, 2018 | 85 | 2018 |
| A review of the relationships and impact of market orientation and market positioning on organisational performance C Blankson, K Cowan, J Crawford, S Kalafatis, J Singh, S Coffie Journal of Strategic marketing 21 (6), 499-512, 2013 | 67 | 2013 |
| Perception is reality… How digital retail environments influence brand perceptions through presence K Cowan, N Spielmann, E Horn, C Griffart Journal of Business Research 123, 86-96, 2021 | 61 | 2021 |
| Who is the “self” that buys?: An exploratory examination of imaginative consumption and explanation of opinion leadership KL Cowan, B Dai Psychology & Marketing 31 (11), 1008-1023, 2014 | 36 | 2014 |
| The influence of rituals on luxury product consumption: implications for brands K Cowan, N Spielmann Journal of Brand Management, 1-14, 2017 | 30 | 2017 |
| Consequences of moral transgressions: How regulatory focus orientation motivates or hinders moral decoupling K Cowan, A Yazdanparast Journal of Business Ethics 170, 115-132, 2021 | 28 | 2021 |
| Can you smell the (virtual) roses? The influence of olfactory cues in virtual reality on immersion and positive brand responses K Cowan, S Ketron, A Kostyk, K Kristofferson Journal of retailing 99 (3), 385-399, 2023 | 25 | 2023 |
| It’s alive! Increasing protective action against the coronavirus through anthropomorphism and construal J Wan, K Kulow, K Cowan Journal of the Association for Consumer Research 7 (1), 81-88, 2022 | 15 | 2022 |
| Culture is in the “I” of the beholder: Identity confirmation in tourist advertisements K Cowan, N Spielmann Journal of Business Research 121, 378-388, 2020 | 11 | 2020 |
| The sweet taste of consistency in brand name sound & product/label shapes: Investigating appetitive responses in a dessert context and obstacles that suppress N Spears, S Ketron, K Cowan Journal of Brand Management 23, 439-456, 2016 | 11 | 2016 |
| The reality of virtuality: Harness the Power of Virtual Reality to Connect with Consumers K Cowan, S Ketron, A Kostyk De Gruyter, 2023 | 9 | 2023 |
| Market amplification or transformation? The role of industry analysts in spreading WOM in B2B K Cowan, T Palo, D Chapple, Y Zhang Journal of Business & Industrial Marketing 38 (8), 1623-1638, 2023 | 8 | 2023 |
| Anything you can imagine is possible: How imagining can overcome visceral drive states elicited in promotional advertising K Cowan Journal of Business Research 120, 529-538, 2020 | 8 | 2020 |
| Moral foundations and judgment: conceptualizing boundaries K Cowan, A Yazdanparast Journal of Consumer Marketing 36 (3), 356-365, 2019 | 8 | 2019 |