| Conjoint measurement for quantifying judgmental data PE Green, VR Rao Journal of Marketing Research, 355-363, 1971 | 2399 | 1971 |
| An empirical comparison of consumer-based measures of brand equity MK Agarwal, VR Rao Marketing Letters 7 (3), 237-247, 1996 | 1035 | 1996 |
| How is manifest branding strategy related to the intangible value of a corporation? VR Rao, MK Agarwal, D Dahlhoff Journal of Marketing, 126-141, 2004 | 869 | 2004 |
| Linking brand equity to customer equity RP Leone, VR Rao, KL Keller, AM Luo, L McAlister, R Srivastava Journal of Service Research 9 (2), 125-138, 2006 | 748 | 2006 |
| Applied conjoint analysis VR Rao Springer Berlin, 2010 | 670* | 2010 |
| Applied multidimensional scaling: A comparison of approaches and algorithms PE Green, VR Rao Holt, Rinehart and Winston, 1972 | 634 | 1972 |
| Rating Scales and Information Recovery. How Many Scales and Response Categories to Use? PE Green, VR Rao The Journal of Marketing, 33-39, 1970 | 491 | 1970 |
| Pricing research in marketing: The state of the art VR Rao Journal of Business, 39-60, 1984 | 456 | 1984 |
| Combining revealed and stated preferences data M Ben-Akiva, M Bradley, T Morikawa, J Benjamin, T Novak, H Oppewal, ... Marketing Letters 5 (4), 335-349, 1994 | 421 | 1994 |
| Extended framework for modeling choice behavior M Ben-Akiva, D McFadden, T Gärling, D Gopinath, J Walker, D Bolduc, ... Marketing Letters 10 (3), 187-203, 1999 | 401 | 1999 |
| An approach to assess the importance of brand equity in acquisition decisions V Mahajan, VR Rao, RK Srivastava Journal of Product Innovation Management 11 (3), 221-235, 1994 | 354 | 1994 |
| Research for product positioning and design decisions: An integrative review A Kaul, VR Rao International Journal of Research in Marketing 12 (4), 293-320, 1995 | 345 | 1995 |
| A balance model for evaluating subsets of multiattributed items PH Farquhar, VR Rao Management Science, 528-539, 1976 | 257 | 1976 |
| Structural analysis of competitive behavior: New Empirical Industrial Organization methods in marketing V Kadiyali, K Sudhir, VR Rao International Journal of Research in Marketing 18 (1-2), 161-186, 2001 | 253 | 2001 |
| Conjoint analysis, related modeling, and applications JR Hauser, VR Rao Advances in Marketing Research: Progress and Prospects, 141-68, 2004 | 247 | 2004 |
| A General Choice Model for Bundles with Multiple-Category Products: Application to Market Segmentation and Optimal Pricing for Bundles VR Rao, J Chung Journal of marketing research, 115-130, 2004 | 218* | 2004 |
| A general choice model for bundles with multiple-category products: Application to market segmentation and optimal pricing for bundles J Chung, VR Rao Journal of Marketing Research, 115-130, 2003 | 218 | 2003 |
| A constrained unfolding methodology for product positioning W DeSarbo, VR Rao Marketing Science, 1-19, 1986 | 203 | 1986 |
| Beyond conjoint analysis: Advances in preference measurement O Netzer, O Toubia, ET Bradlow, E Dahan, T Evgeniou, FM Feinberg, ... Marketing Letters 19 (3), 337-354, 2008 | 198 | 2008 |
| Modeling Methods for Discrete Choice Analysis DL McFadden, M Abe, D Bolduc, U Böckenholt, M Ben-Akiva, D Gopinath, ... Kluwer Academic Publishers; Springer Science+ Business Media, 1997 | 196* | 1997 |
