| Innovativeness and new product success: Insights from the cumulative evidence DM Szymanski, MW Kroff, LC Troy Journal of the academy of Marketing Science 35, 35-52, 2007 | 432 | 2007 |
| Brand actions on social media: Direct effects on electronic word of mouth (eWOM) and moderating effects of brand loyalty and social media usage intensity Y Choi, A Thoeni, MW Kroff Journal of Relationship Marketing 17 (1), 52-70, 2018 | 49 | 2018 |
| Developing brand advocacy through brand activities on Facebook Y Choi, MW Kroff, J Kim Journal of Consumer Marketing 38 (3), 328-338, 2021 | 42 | 2021 |
| Unraveling consumer suspense: The role of hope, fear, and probability fluctuations JG Moulard, MW Kroff, JAG Folse Journal of Business Research 65 (3), 340-346, 2012 | 32 | 2012 |
| The role of suspense in gaming: Inducing consumers’ game enjoyment JG Moulard, M Kroff, K Pounders, C Ditt Journal of Interactive Advertising 19 (3), 219-235, 2019 | 20 | 2019 |
| Does product innovativeness really enhance performance? DM Szymanski, MW Kroff, LC Troy American Marketing Association. Conference Proceedings 13, 211, 2002 | 6 | 2002 |
| Are more innovative new products really more successful? Insights from a synthesis of the research D Szymanski, M Kroff, L Troy PIMS in Retrospect and Prospect, 2003 | 5 | 2003 |
| Mutilating Data and Discarding Variance: The Dangers of Dichotomizing Continuous Variables. MW Kroff | 5 | 2002 |
| Exploring consumer perceptions of product innovativeness. MW Kroff, M Reilly Review of Management Innovation & Creativity 4 (9), 2011 | 4 | 2011 |
| Commonality Analysis: A Method of Analyzing Unique and Common Variance Proportions. MW Kroff | 3 | 2002 |
| User-to-brand social media behavior directed at brands and its impact on electronic word-of-mouth and purchase intentions: an abstract Y Choi, MW Kroff Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces …, 2018 | 2 | 2018 |
| Segmenting Social Media Users Based on Ongoing Brand Activities to Track Consumer Behavior Change Y Choi, MW Kroff, GI Penagos-Londoño, F Ruiz-Moreno AI Impacts in Digital Consumer Behavior, 192-216, 2024 | | 2024 |
| HOW DO CONSUMERS CATEGORIZE INNOVATIVE PRODUCTS? INSIGHTS FROM MULTI DIMENSIONAL SCALING MW Kroff, M Reilly nternational Handbook of Academic Research and Teaching, 103, 2009 | | 2009 |
| When innovativeness in form matters: the joint impact of form innovativeness and expected innovativeness type on product evaluations over time MW Kroff Texas A&M University, 2007 | | 2007 |
| The same but not quite the same: An observational study of teenage attire C Young-Tae, D Dowdell, JA Guidry, MW Kroff, JH Leigh American Marketing Association. Conference Proceedings 13, 271, 2002 | | 2002 |
| Entrepreneurhip and marketing: Historical perspectives and evolving synergies MW Kroff, JS Conant American Marketing Association. Conference Proceedings 12, 199, 2001 | | 2001 |
