2026 William L. Wilkie: Business and Management Researcher – H-Index, Publications & Awards

Discipline name	D-Index	World Ranking	Current World Ranking	National Ranking	Current National Ranking	Publications	Citations
Business and Management	35	2150	2021	865	796	89	9327

Discipline name

D-Index

World Ranking

Current World Ranking

National Ranking

Current National Ranking

Publications

Citations

Business and Management

2150

2021

865

796

9327

Research.com Recognitions

2015 - Fellow of the American Marketing Association
2001 - AMA-Irwin-McGraw-Hill Distinguished Marketing Educator Award, American Marketing Association

Overview

William L. Wilkie is affiliated with the University of Notre Dame in the United States. Their research primarily spans the fields of Business, Management and Accounting, with a focus on subfields such as Marketing and Organizational Behavior and Human Resource Management.

Their recent scholarly contributions include two papers published in the Journal of Macromarketing:

"Lessons in Scholarship," 2020
"Macromarketing, the Indispensable Discipline," 2021

William L. Wilkie collaborates frequently with co-authors including Clifford J. Shultz and Joel B. Cohen.

The main topics covered in their research encompass:

Service and Product Innovation
Consumer Behavior in Brand Consumption and Identification
Customer Service Quality and Loyalty

Their work is represented mainly in the Journal of Macromarketing, illustrating a consistent engagement with this academic venue.

Recognition received during their career includes being named a Fellow of the American Marketing Association in 2015 and receiving the AMA-Irwin-McGraw-Hill Distinguished Marketing Educator Award from the American Marketing Association in 2001.

Best Publications

Issues in Marketing's use of Multi-Attribute Attitude Models:

William L. Wilkie;Edgar A. Pessemier

1291
Citations
Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development:

William L. Wilkie;Elizabeth S. Moore

857
Citations
Buyer uncertainty and information search.

Joel E. Urbany;Peter R. Dickson;William L. Wilkie

808
Citations
Passing the Torch: Intergenerational Influences as a Source of Brand Equity

Elizabeth S. Moore;William L. Wilkie;Richard J. Lutz

603
Citations
Marketing's Contributions to Society

William L. Wilkie;Elizabeth S. Moore

524
Citations
Marketing's Contributions to Society:

William L. Wilkie;Elizabeth S. Moore

524
Citations
Fear: The Potential of an Appeal Neglected by Marketing:

Michael L. Ray;William L. Wilkie

353
Citations
Comparison Advertising: Problems and Potential:

William L. Wilkie;Paul W. Farris

347
Citations
Presidential Address: 1980

William L. Wilkie

290
Citations
Issues in Marketing's Use of Multi-Attribute Attitude Models

Unknown

289
Citations
A Comparative Analysis of Attitudinal Predictions of Brand Preference

Frank M. Bass;William L. Wilkie

280
Citations
Analysis of Effects of Information Load

William L. Wilkie

258
Citations
The American Marketing Association's New Definition of Marketing: Perspective and Commentary on the 2007 Revision

Gregory T. Gundlach;William L. Wilkie

235
Citations
Marketing renaissance : Opportunities and imperatives for improving marketing thought, practice, and infrastructure

Stephen W. Brown;Frederick E. Webster;Frederick E. Webster;Jan-Benedict E.M. Steenkamp;William L. Wilkie

207
Citations
Shopping for appliances : consumers' strategies and patterns of information search

William L. Wilkie;Peter R. Dickson

204
Citations
Expanding our understanding of marketing in society

William L. Wilkie;Elizabeth S. Moore

183
Citations
Macromarketing as a Pillar of Marketing Thought

William L. Wilkie;Elizabeth S. Moore

157
Citations
Comparison Advertising: Problems and Potential

Unknown

157
Citations
The Role of Marketing Research in Public Policy Decision Making: How Con Marketing Research aid the Public Policy Maker?

William L. Wilkie;David M. Gardner

137
Citations
All in the Family? Parental Roles in the Epidemic of Childhood Obesity

Elizabeth S. Moore;William L. Wilkie;Debra M. Desrochers

131
Citations
Marketing's Contributions to Society

Unknown

125
Citations
Public Policy and Consumer Information: Impact of the New Energy Labels

Dennis L. McNeill;William L. Wilkie

117
Citations
Life Cycle Cost: A New Form of Consumer Information

R. Bruce Hutton;William L. Wilkie

105
Citations
Issues In Marketing's Use Of Multi-Attribute

William L. Wilkie;Edgar A. Pessemier

0
Citations

Frequent Co-Authors

Peter R. Dickson Florida International University

Paul Farris University of Virginia

Jagdish N. Sheth Emory University

Frederick E. Webster Dartmouth College

Patrick E. Murphy University of Notre Dame

Carl F. Mela Duke University

David J. Reibstein University of Pennsylvania

John Morgan University of California, Berkeley

Michael R. Baye Indiana University

Richard J. Lutz University of Florida

External Links

Personal website of William L. Wilkie Google Scholar page

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