| Technology and the customer interface: what consumers want in the physical and virtual store RR Burke Journal of the academy of Marketing Science 30 (4), 411-432, 2002 | 1516 | 2002 |
| Do you see what I see? The future of virtual shopping RR Burke Journal of the Academy of marketing Science 25 (4), 352-360, 1997 | 835 | 1997 |
| Packaging communication: attentional effects of product imagery RL Underwood, NM Klein, RR Burke Journal of product & brand management 10 (7), 403-422, 2001 | 812 | 2001 |
| Brand equity and the extendibility of brand names A Rangaswamy, RR Burke, TA Oliva International Journal of Research in marketing 10 (1), 61-75, 1993 | 728 | 1993 |
| Competitive interference and consumer memory for advertising RR Burke, TK Srull Journal of consumer research 15 (1), 55-68, 1988 | 688 | 1988 |
| Expectation processes in satisfaction formation: A field study RL Oliver, RR Burke Journal of Service Research 1 (3), 196-214, 1999 | 457 | 1999 |
| Computer system for allowing a consumer to purchase packaged goods at home RR Burke US Patent 5,848,399, 1998 | 403 | 1998 |
| Comparing dynamic consumer choice in real and computer-simulated environments RR Burke, BA Harlam, BE Kahn, LM Lodish Journal of Consumer research 19 (1), 71-82, 1992 | 382 | 1992 |
| Virtual shopping: Breakthrough in marketing research. RR Burke Harvard Business Review 74 (2), 120-129, 1996 | 355 | 1996 |
| The role of package color in consumer purchase consideration and choice LL Garber, RR Burke, JM Jones Marketing Science Institute, 2000 | 232 | 2000 |
| Computer system for allowing a consumer to purchase packaged goods at home RR Burke US Patent 6,304,855, 2001 | 192 | 2001 |
| An examination of social influence on shopper behavior using video tracking data X Zhang, S Li, RR Burke, A Leykin Journal of Marketing 78 (5), 24-41, 2014 | 183 | 2014 |
| Deception by implication: An experimental investigation RR Burke, WS DeSarbo, RL Oliver, TS Robertson Journal of consumer Research 14 (4), 483-494, 1988 | 182 | 1988 |
| Computer system for allowing a consumer to purchase packaged goods at home RR Burke US Patent 6,026,377, 2000 | 181 | 2000 |
| Behavioral effects of digital signage RR Burke Journal of advertising research 49 (2), 180-185, 2009 | 168 | 2009 |
| Developing marketing expert systems: An application to international negotiations A Rangaswamy, J Eliashberg, RR Burke, J Wind Journal of marketing 53 (4), 24-39, 1989 | 148 | 1989 |
| Evaluative shopping assistant system RR Burke, A Lalwani, J Thong US Patent 6,604,681, 2003 | 141 | 2003 |
| Real shopping in a virtual store RR Burke Sense and respond: Capturing value in the network era, 245-260, 1998 | 140 | 1998 |
| A knowledge-based system for advertising design RR Burke, A Rangaswamy, J Wind, J Eliashberg Marketing Science 9 (3), 212-229, 1990 | 117 | 1990 |
| The third wave of marketing intelligence RR Burke Retailing in the 21st century: Current and future trends, 159-171, 2009 | 116 | 2009 |
