V. Kumar

8.6k total citations · 4 hit papers
54 papers, 6.0k citations indexed

About

V. Kumar is a scholar working on Marketing, Organizational Behavior and Human Resource Management and Economics and Econometrics. According to data from OpenAlex, V. Kumar has authored 54 papers receiving a total of 6.0k indexed citations (citations by other indexed papers that have themselves been cited), including 41 papers in Marketing, 18 papers in Organizational Behavior and Human Resource Management and 17 papers in Economics and Econometrics. Recurrent topics in V. Kumar's work include Consumer Market Behavior and Pricing (24 papers), Customer Service Quality and Loyalty (18 papers) and Innovation Diffusion and Forecasting (15 papers). V. Kumar is often cited by papers focused on Consumer Market Behavior and Pricing (24 papers), Customer Service Quality and Loyalty (18 papers) and Innovation Diffusion and Forecasting (15 papers). V. Kumar collaborates with scholars based in United States, Latvia and India. V. Kumar's co-authors include Werner Reinartz, Rajkumar Venkatesan, J. Andrew Petersen, Girish Ramani, Robert P. Leone, Jaishankar Ganesh, Ilaria Dalla Pozza, Trichy V. Krishnan, Kiran Karande and Eli Jones and has published in prestigious journals such as Journal of Marketing, Journal of Marketing Research and Journal of Business Research.

In The Last Decade

V. Kumar

54 papers receiving 5.4k citations

Hit Papers

align trajectories

What are hit papers?

Hit papers significantly outperform the citation benchmark for their cohort. A paper qualifies if it has ≥500 total citations, achieves ≥1.5× the top-1% citation threshold for papers in the same subfield and year (this is the minimum needed to enter the top 1%, not the average within it), or reaches the top citation threshold in at least one of its specific research topics.

The mismanagement of customer loyalty.

2002 510 citations Werner Reinartz, V. Kumar PubMed profile →
Creating Enduring Customer Value

2016 459 citations V. Kumar, Werner Reinartz Journal of Marketing profile →
Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?

2010 405 citations V. Kumar, Rajkumar Venkatesan et al. Journal of Marketing profile →
Revisiting the Satisfaction–Loyalty Relationship: Empirical Generalizations and Directions for Future Research

2013 403 citations V. Kumar et al. Journal of Retailing profile →

Peers — A (Enhanced Table)

Peers by citation overlap · career bar shows stage (early→late) cites · hero ref

Name	h						Papers	Cites
V. Kumar United States	34	3.9k	2.7k	1.6k	1.4k	739	54	6.0k
Rajkumar Venkatesan United States	26	3.2k 0.8×	2.1k 0.8×	1.8k 1.2×	1.0k 0.7×	735 1.0×	57	5.2k
Robert P. Leone United States	33	3.3k 0.8×	1.7k 0.6×	1.3k 0.8×	1.4k 1.0×	412 0.6×	73	5.3k
Arun Sharma United States	43	3.8k 1.0×	3.2k 1.2×	2.1k 1.3×	2.1k 1.5×	931 1.3×	117	7.3k
Tammo H.A. Bijmolt Netherlands	43	3.6k 0.9×	1.6k 0.6×	2.6k 1.7×	927 0.7×	982 1.3×	116	6.7k
David M. Szymanski United States	21	3.2k 0.8×	3.3k 1.2×	2.1k 1.3×	2.0k 1.4×	1.8k 2.4×	23	6.8k
David H. Henard United States	13	2.0k 0.5×	1.7k 0.6×	1.1k 0.7×	1.2k 0.8×	656 0.9×	19	4.0k
Peter S. H. Leeflang Netherlands	41	4.2k 1.1×	1.4k 0.5×	2.8k 1.8×	1.1k 0.8×	945 1.3×	135	7.0k
Russell S. Winer United States	37	5.2k 1.3×	1.7k 0.6×	1.6k 1.0×	1.3k 0.9×	731 1.0×	117	8.0k
Heidi Winklhofer United Kingdom	22	1.8k 0.4×	1.9k 0.7×	1.8k 1.1×	1.5k 1.1×	1.4k 1.9×	42	5.6k
Rohit Verma United States	41	2.0k 0.5×	1.4k 0.5×	1.3k 0.9×	1.2k 0.8×	539 0.7×	128	4.5k

Countries citing papers authored by V. Kumar

Since Specialization

Citations

This map shows the geographic impact of V. Kumar's research. It shows the number of citations coming from papers published by authors working in each country. You can also color the map by specialization and compare the number of citations received by V. Kumar with the expected number of citations based on a country's size and research output (numbers larger than one mean the country cites V. Kumar more than expected).

Fields of papers citing papers by V. Kumar

Since Specialization

Physical SciencesHealth SciencesLife SciencesSocial Sciences

This network shows the impact of papers produced by V. Kumar. Nodes represent research fields, and links connect fields that are likely to share authors. Colored nodes show fields that tend to cite the papers produced by V. Kumar. The network helps show where V. Kumar may publish in the future.

Co-authorship network of co-authors of V. Kumar

This figure shows the co-authorship network connecting the top 25 collaborators of V. Kumar. A scholar is included among the top collaborators of V. Kumar based on the total number of citations received by their joint publications. Widths of edges represent the number of papers authors have co-authored together. Node borders signify the number of papers an author published with V. Kumar. V. Kumar is excluded from the visualization to improve readability, since they are connected to all nodes in the network.

All Works

Sort: Min cites: Since: Top N: Style:

20 of 20 papers shown

Kumar, V.. (2018). Transformative Marketing: The Next 20 Years. Journal of Marketing. 82(4). 1–12. 146 indexed citations

Kumar, V. & Werner Reinartz. (2016). Creating Enduring Customer Value. Journal of Marketing. 80(6). 36–68. 459 indexed citations breakdown →

Gupta, Suraksha & V. Kumar. (2012). Sustainability as corporate culture of a brand for superior performance. Journal of World Business. 48(3). 311–320. 150 indexed citations

Kumar, V., Sarang Sunder, & B. Ramaseshan. (2011). Analyzing the Diffusion of Global Customer Relationship Management: A Cross-Regional Modeling Framework. Journal of International Marketing. 19(1). 23–39. 41 indexed citations

Petersen, J. Andrew & V. Kumar. (2009). Are Product Returns a Necessary Evil? Antecedents and Consequences. Journal of Marketing. 73(3). 35–51. 172 indexed citations

Ramani, Girish & V. Kumar. (2008). Interaction Orientation and Firm Performance. Journal of Marketing. 72(1). 27–45. 281 indexed citations

Ramani, Girish & V. Kumar. (2008). Interaction Orientation and Firm Performance. Journal of Marketing. 72(1). 27–45. 371 indexed citations

Kumar, V. & Morris George. (2007). Measuring and maximizing customer equity: a critical analysis. Journal of the Academy of Marketing Science. 35(2). 157–171. 103 indexed citations

Kumar, V. & J. Andrew Petersen. (2005). Using a Customer-Level Marketing Strategy to Enhance Firm Performance: A Review of Theoretical and Empirical Evidence. Journal of the Academy of Marketing Science. 33(4). 504–519. 89 indexed citations

10.

Kumar, V. & Srinivasan Swaminathan. (2005). The different faces of coupon elasticity. Journal of Retailing. 81(1). 1–13. 29 indexed citations

11.

Kumar, V. & Rajkumar Venkatesan. (2005). Who are the multichannel shoppers and how do they perform?: Correlates of multichannel shopping behavior. Journal of Interactive Marketing. 19(2). 44–62. 354 indexed citations

12.

Kumar, V. & J. Andrew Petersen. (2004). MAXIMIZING ROI or Profitability. Journal of Marketing Research. 16(4). 28–34. 2 indexed citations

13.

Thomas, Jacquelyn S., Werner Reinartz, & V. Kumar. (2004). Getting the most out of all your customers.. PubMed. 82(7-8). 116–23, 188. 59 indexed citations

14.

Kumar, V., et al.. (2003). Price discounts or coupon promotions: does it matter?. Journal of Business Research. 57(9). 933–941. 24 indexed citations

15.

Kumar, V. & Trichy V. Krishnan. (2002). Multinational Diffusion Models: An Alternative Framework. Marketing Science. 21(3). 318–330. 105 indexed citations

16.

Armstrong, J. Scott, Vicki G. Morwitz, & V. Kumar. (2000). Sales forecasts for existing consumer products and services: Do purchase intentions contribute to accuracy?. International Journal of Forecasting. 16(3). 383–397. 12 indexed citations

17.

Kumar, V., et al.. (1998). The impact of internal and external reference prices on brand choice: The moderating role of contextual variables. Journal of Retailing. 74(3). 401–426. 85 indexed citations

18.

Kumar, V. & Arun Pereira. (1997). Assessing the Competitive Impact of Type, Timing, Frequency, and Magnitude of Retail Promotions. Journal of Business Research. 40(1). 1–13. 11 indexed citations

19.

Balasubramanian, Siva K. & V. Kumar. (1997). Explaining Variations in the Advertising & Promotional Costs/Sales Ratio: A Response, Research Criteria, and Guidelines. Journal of Marketing. 61(1). 97–98. 4 indexed citations

20.

Kumar, V. & Arun Pereira. (1995). Explaining the Variation in Short-Term Sales Response to Retail Price Promotions. Journal of the Academy of Marketing Science. 23(3). 155–169. 24 indexed citations

Rankless uses publication and citation data sourced from OpenAlex, an open and comprehensive bibliographic database. While OpenAlex provides broad and valuable coverage of the global research landscape, it—like all bibliographic datasets—has inherent limitations. These include incomplete records, variations in author disambiguation, differences in journal indexing, and delays in data updates. As a result, some metrics and network relationships displayed in Rankless may not fully capture the entirety of a scholar's output or impact.

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