Cannibalism in Multibrand FirmsTraylor, Mark B. · Journal of Product & Brand Management · 1992

CANNIBALISM IN MULTIBRAND FIRMSTraylor, Mark B. · Journal of Consumer Marketing · 1986

Measuring consumer involvement in products: Developing a general scaleMark B. Traylor; W. Benoy Joseph · 1984

Awareness of Sponsorship and Corporate Image: An Empirical InvestigationRajshekhar G. Javalgi, Mark B. Traylor, Andrew C. Gross and Edward Lampman · Journal of Advertising · 1994

Reply to Arora and Baer's comment on measuring consumer involvement in productsMark B. Traylor; W. Benoy Joseph · 1985

The Impact of TV Advertising versus Word of Mouth on the Image of Lawyers: A Projective ExperimentMark B. Traylor and Alicia M. Mathias · Journal of Advertising · 1983

Comment on "An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class"Mark B. Traylor · Journal of Marketing Research · 1981

Measuring customer‐based brand equityLassar, Walfried; Mittal, Banwari; Sharma, Arun · Journal of Consumer Marketing · 1995

Brand origin: conceptualization and reviewThakor, Mrugank V. · Journal of Consumer Marketing · 1996

Explaining Green Purchasing BehaviorChan, Ricky Y. K.; Lau, Lorett B. Y. · Journal of International Consumer Marketing · 2002

Consumer perceptions of “green power”Rowlands, Ian H.; Parker, Paul; Scott, Daniel · Journal of Consumer Marketing · 2002

Hyperreality and Globalization:Belk, Russell W. · Journal of International Consumer Marketing · 1996

The Net GenerationNapoli, Julie; Ewing, Michael T. · Journal of International Consumer Marketing · 2000

Brand Orientation – A Strategy for SurvivalUrde, Mats · Journal of Consumer Marketing · 1994

Ten barriers to marketing planningMcDonald, Malcolm H.B. · Journal of Consumer Marketing · 1991