| Brand awareness–Brand quality inference and consumer’s risk perception in store brands of food products Rubio, Oubiña, Villaseñor Food Quality and Preference 32, 289-298, 2014 | 273 | 2014 |
| Creation of consumer loyalty and trust in the retailer through store brands: The moderating effect of choice of store brand name N Rubio, N Villaseñor, MJ Yagüe Journal of Retailing and Consumer Services 34, 358-368, 2017 | 197 | 2017 |
| Destination brand personality: An application to Spanish tourism A Gomez Aguilar, MJ Yaguee Guillen, N Villasenor Roman International Journal of Tourism Research 18 (3), 210-219, 2016 | 111 | 2016 |
| consumer identification with store brands: differences between consumers according to their brand loyalty O Rubio, Villasenor BRQ Business Research Quartely 18 (2), 111-126, 2015 | 65* | 2015 |
| The role of private label tiers and private label naming strategies in the relationship between private label brand equity and store loyalty N Rubio, N Villaseñor, M Yagüe Journal of product & brand management 29 (1), 124-138, 2020 | 35 | 2020 |
| Value co-creation in third-party managed virtual communities and brand equity N Rubio, N Villaseñor, MJ Yagüe Frontiers in Psychology 11, 927, 2020 | 31 | 2020 |
| Does use of different platforms influence the relationship between cocreation value-in-use and participants’ cocreation behaviors? An application in third-party managed virtual … N Rubio, N Villaseñor, MJ Yague Complexity 2019, 2019 | 24 | 2019 |
| Sustainable co-creation behavior in a virtual community: Antecedents and moderating effect of participant’s perception of own expertise N Rubio, N Villaseñor, MJ Yagüe Sustainability 12 (19), 8151, 2020 | 20 | 2020 |
| Value co-creation between consumers and distributors: the moderating effect of relationship characteristics N Rubio, N Villaseñor, MJ Yagüe International Journal of Retail & Distribution Management 49 (7), 1067-1088, 2021 | 16 | 2021 |
| Customer’s loyalty and trial intentions within the retailer: the moderating role of variety-seeking tendency N Rubio, N Villaseñor, MJ Yagüe Journal of consumer marketing 36 (5), 620-632, 2019 | 15 | 2019 |
| value and store brand identification in food products rubio, oubina villasenor british food journal 116 (6), 965-983, 2014 | 15 | 2014 |
| Perceived value of retail service and loyalty to the commercial chain: The role of propensity to buy store brands N Rubio, N Villaseñor, MJ Yagüe The International Review of Retail, Distribution and Consumer Research 23 (5 …, 2013 | 13 | 2013 |
| Do brands matter in unlisted firms? An empirical study of the association between brand equity and financial performance A Schmitz, N Villaseñor-Román Administrative Sciences 8 (4), 65, 2018 | 12 | 2018 |
| Influence of value co-creation on virtual community brand equity for unichannel vs. multichannel users N Rubio, N Villaseñor, MJ Yagüe Sustainability 13 (15), 8403, 2021 | 10 | 2021 |
| El valor de los recursos intangibles para las empresas españolas: el capital directivo NR Benito, NV Román, MJY Guillén Innovación y competitividad: desafíos de la industria española, 143-179, 2018 | 8 | 2018 |
| Measuring Store Brand Equity from the Formative Perrspective: Differences between Heavy and Light Store Brand Buyers NR Benito, NV Román, MJY Guillén | 7 | 2015 |
| Medición del capital de marca de distribuidor desde un enfoque formativo: diferencias entre grandes y pequeños compradores de marca de distribución NR Benito, NV Román, MJY Guillén Marketing Trends Congress, 2014 | 7 | 2014 |
| Do brands matter in private firms? An empirical study of the association between brand equity and financial performance BG Osma, N Villaseñor, MJ Yagüe | 6 | 2014 |
| The role of the store brands in the creation of consumer loyalty and trust in the retailer within the context of consumer product distribution NR Benito, NV Román, MJY Guillén National Brands and Private Labels in Retailing: First International …, 2014 | 4 | 2014 |
| The Influence of Store Brands Equity on Value Cocreation Within the Retail Environment: The Moderating Effect of the Propensity to Buy Store Brands N Rubio, N Villasenor, MJ Yagüe Advances in National Brand and Private Label Marketing: Third International …, 2016 | 3 | 2016 |
