| Business advertising appeals as a mirror of cultural dimensions: A study of eleven countries ND Albers-Miller, BD Gelb Journal of advertising 25 (4), 57-70, 1996 | 706 | 1996 |
| Matching advertising appeals to culture: The influence of products' use conditions Y Zhang, BD Gelb Journal of advertising 25 (3), 29-46, 1996 | 641 | 1996 |
| Post-purchase consumer processes and the complaining consumer MC Gilly, BD Gelb Journal of consumer research 9 (3), 323-328, 1982 | 608 | 1982 |
| Adapting to'word of mouse' BD Gelb, S Sundaram Business Horizons 45 (4), 21-21, 2002 | 416 | 2002 |
| Word-of-mouth communication: Causes and consequences. B Gelb, M Johnson Journal of health care marketing 15 (3), 1995 | 274 | 1995 |
| Attitude-toward-the-ad: Links to humor and to advertising effectiveness BD Gelb, CM Pickett Journal of advertising 12 (2), 34-42, 1983 | 246 | 1983 |
| Three programs that use mass approaches to challenge the stigma of mental illness P Corrigan, B Gelb Psychiatric services 57 (3), 393-398, 2006 | 220 | 2006 |
| Strategic personal branding—And how it pays off D Rangarajan, BD Gelb, A Vandaveer Business Horizons 60 (5), 657-666, 2017 | 216 | 2017 |
| Identifying innovative national markets for technical consumer goods M Lynn, BD Gelb International Marketing Review 13 (6), 43-57, 1996 | 199 | 1996 |
| Humor and advertising effectiveness after repeated exposures to a radio commercial BD Gelb, GM Zinkhan Journal of advertising 15 (2), 15-34, 1986 | 191 | 1986 |
| Beefcake and cheesecake: Insights for advertisers MY Jones, AJS Stanaland, BD Gelb Readings in Advertising, Society, and Consumer Culture, 345-365, 2014 | 183 | 2014 |
| Employee contributions to brand equity BDB Gelb, D Rangarajan California Management Review 56 (2), 95-112, 2014 | 131 | 2014 |
| “Buying status” by choosing or rejecting luxury brands and their counterfeits S Geiger-Oneto, BD Gelb, D Walker, JD Hess Journal of the Academy of Marketing Science 41, 357-372, 2013 | 130 | 2013 |
| EXPLORING GRAY MARKET SEGMENT BD Gelb MSU Business Topics 26 (2), 41-46, 1978 | 115 | 1978 |
| The effect of repetition on humor in a radio advertising study BD Gelb, GM Zinkhan Journal of advertising 14 (4), 13-68, 1985 | 96 | 1985 |
| More boycotts ahead? Some implications BD Gelb Business Horizons 38 (2), 70-77, 1995 | 88 | 1995 |
| Negative comparative advertising: Evidence favoring fine-tuning AB Sorescu, BD Gelb Journal of Advertising 29 (4), 25-40, 2000 | 83 | 2000 |
| Communications effects of specific advertising elements: An update BD Gelb, JW Hong, GM Zinkhan Current Issues and Research in Advertising 8 (2), 75-98, 1985 | 70 | 1985 |
| Incentives to increase survey returns: Social class considerations BD Gelb Journal of Marketing Research 12 (1), 107-109, 1975 | 67 | 1975 |
| Creating" memes" while creating advertising. BD Gelb Journal of Advertising Research 37 (6), 57-60, 1997 | 62 | 1997 |
