| Corporate rebranding: destroying, transferring or creating brand equity? L Muzellec, M Lambkin European Journal of Marketing 40 (7/8), 803-824, 2006 | 521 | 2006 |
| Corporate makeovers: Can a hyena be rebranded? H Stuart, L Muzellec Journal of Brand Management 11, 472-483, 2004 | 273 | 2004 |
| Corporate rebranding-an exploratory review L Muzellec, M Doogan, M Lambkin Irish Marketing Review 16, 31-40, 2003 | 215 | 2003 |
| Two-sided Internet Platforms: A Business Model Lifecycle Perspective L Muzellec, S Ronteau, M Lambkin Industrial Marketing Management 45, 139–150, 2015 | 192 | 2015 |
| Corporate branding and brand architecture: a conceptual framework L Muzellec, MC Lambkin Marketing Theory 9 (1), 39-54, 2009 | 138 | 2009 |
| Consumer Moments of Truth in the Digital Context: How" Search" and" E-Word of Mouth" Can Fuel Consumer Decision-Making G Moran, L Muzellec, E Nolan Journal of Advertising Research 54 (2), 200-204., 2014 | 128 | 2014 |
| What is in a name change? Re-joycing corporate names to create corporate brands L Muzellec Corporate Reputation Review 8 (4), 305, 2005 | 126 | 2005 |
| eWOM credibility on social networking sites: A framework G Moran, L Muzellec Journal of Marketing Communications 23 (2), 149-161, 2017 | 123 | 2017 |
| Rebranding in the banking industry following mergers and acquisitions M Lambkin, L Muzellec International Journal of Bank Marketing 26 (5), 328-352, 2008 | 91 | 2008 |
| Leveraging brand equity in business-to-business mergers and acquisitions MC Lambkin, L Muzellec Industrial Marketing Management 39 (8), 1234-1239, 2010 | 63 | 2010 |
| Corporate rebranding and the implications for brand architecture management: the case of Guinness (Diageo) Ireland L Muzellec, M Lambkin Journal of Strategic Marketing 16 (4), 283-299, 2008 | 60 | 2008 |
| Branding In Fictional and Virtual Environments: Introducing a New Conceptual Domain and Research Agenda L Muzellec, T Lynn, M Lambkin European Journal of Marketing 46 (6), 811-826, 2012 | 57 | 2012 |
| Does Diageo make your Guinness taste better? L Muzellec, M Lambkin Journal of Product & Brand Management 16 (5), 321-333, 2007 | 43 | 2007 |
| Fancy a coffee with Friends in ‘Central Perk’? Reverse product placement, fictional brands and purchase intention L Muzellec, C Kanitz, T Lynn International Journal of advertising 32 (3), 399-417, 2013 | 40 | 2013 |
| Edutainment experiences for children in retail stores, from a child’s perspective F Feenstra, L Muzellec, B de Faultrier, J Boulay Journal of Retailing and Consumer Services 26, 47-56, 2015 | 29 | 2015 |
| Defining a retailer’s channel strategy applied to young consumers B de Faultrier, J Boulay, F Feenstra, L Muzellec International Journal of Retail & Distribution Management, 2014 | 28 | 2014 |
| When children express their preferences regarding sales channels: online or offline or online and offline? J Boulay, B Faultrier, F Feenstra, L Muzellec International Journal of Retail and Distribution Management 42 (11/12), 1018 …, 2014 | 26 | 2014 |
| Social network sites: early adopters’ personality and influence T Lynn, L Muzellec, B Caemmerer, D Turley Journal of Product & Brand Management, 2017 | 22 | 2017 |
| Sharing economy: seeing through the fog D Trabucchi, L Muzellec, S Ronteau Internet Research, 2019 | 18 | 2019 |
| Mobile technology and its impact on the consumer decision-making journey: how brands can capture the mobile-driven “Ubiquitous” moment of truth L Muzellec, E O'Raghallaigh Journal of Advertising Research 58 (1), 12-15, 2018 | 18 | 2018 |
Theo LynnFull Professor of Digital Business, Dublin City UniversityVerified email at dcu.ie
