| Drivers and barriers toward reducing meat consumption I Cheah, AS Shimul, J Liang, I Phau Appetite 149, 104636, 2020 | 244 | 2020 |
| Investigating Female Shoppers’ Attitude and Purchase Intention toward Green Cosmetics in South Africa AS Shimul, I Cheah, BB Khan Journal of Global Marketing 35 (1), 37-56, 2022 | 180 | 2022 |
| Antecedents and outcomes of brand prominence on willingness to buy luxury brands I Cheah, I Phau, C Chong, AS Shimul Journal of Fashion Marketing and Management 19 (4), 402-415, 2015 | 152 | 2015 |
| Uniqueness and status consumption in Generation Y consumers: Does moderation exist? L Butcher, I Phau, AS Shimul Marketing Intelligence & Planning 35 (5), 673-687, 2017 | 121 | 2017 |
| Brand attachment: a review and future research AS Shimul Journal of Brand Management 29 (4), 400-419, 2022 | 111 | 2022 |
| Motivations of playing digital games: A review and research agenda I Cheah, AS Shimul, I Phau Psychology & Marketing 39 (5), 937-950, 2022 | 103 | 2022 |
| Conceptualising luxury brand attachment: scale development and validation AS Shimul, I Phau, M Lwin Journal of Brand Management 26 (6), 675–690, 2019 | 87 | 2019 |
| Consumer attitude and intention toward ridesharing I Cheah, AS Shimul, J Liang, I Phau Journal of Strategic Marketing 30 (2), 115–136, 2022 | 76 | 2022 |
| Marketing in the metaverse: Moving forward–What’s next? I Cheah, AS Shimul Journal of Global Scholars of Marketing Science 33 (1), 1-10, 2023 | 68 | 2023 |
| Consumer advocacy for luxury brands AS Shimul, I Phau Australasian marketing journal 26 (3), 264-271, 2018 | 65 | 2018 |
| Managing strategies for higher education institutions in the UK: An overview JU Ahmed, KU Ahmed, MAS Shimul, R Zuñiga Higher Education for the Future 2 (1), 32-48, 2015 | 54 | 2015 |
| Consumers' preference for eco-friendly packaged products: pride vs guilt appeal AS Shimul, I Cheah Marketing Intelligence & Planning 41 (2), 186-198, 2023 | 50 | 2023 |
| Luxury Brand Attachment: Predictors, Moderators and Consequences AS Shimul, I Phau International Journal of Consumer Studies 46 (6), 2466 - 2487, 2022 | 45 | 2022 |
| SMS advertising the Hallyu way: drivers, acceptance and intention to receive S Dix, K Jamieson, AS Shimul Asia Pacific Journal of Marketing and Logistics 28 (2), 366-380, 2016 | 45 | 2016 |
| Investigating the Drivers of Consumer Acceptance and Response of SMS Advertising S Dix, I Phau, K Jamieson, AS Shimul Journal of Promotion Management 23 (1), 62-79, 2017 | 41 | 2017 |
| The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model AS Shimul, I Phau Marketing Intelligence & Planning 41 (5), 649-666, 2023 | 37 | 2023 |
| Regulatory focus and junk food avoidance: The influence of health consciousness, perceived risk and message framing AS Shimul, I Cheah, AJ Lou Appetite, 105428, 2021 | 30 | 2021 |
| Effects of luxury brand attachment and perceived envy on schadenfreude: does need for uniqueness moderate? AS Shimul, B Sung, I Phau Journal of Consumer Marketing 38 (6), 709-720, 2021 | 29 | 2021 |
| Does brand attachment protect consumer–brand relationships after brand misconduct in retail banking? AS Shimul, AR Faroque, I Cheah International Journal of Bank Marketing 42 (2), 183-204, 2024 | 19 | 2024 |
| Consumer ethnocentrism, market mavenism and social network analysis I Cheah, AS Shimul Australasian marketing journal 26 (3), 281-288, 2018 | 17 | 2018 |