OOIR: Observatory of International Research

Papers

(The median citation count of International Marketing Review is 4. The table below lists those papers that are above that threshold based on CrossRef citation counts [max. 250 papers]. The publications cover those that have been published in the past four years, i.e., from 2022-01-01 to 2026-01-01.)

Article	Citations
Consumer animosity and product perception: significance of perceived domestic alternatives during deglobalisation	77
Reconfiguring resource orchestration via social capital: a processual view of blockchain in supply chains	59
Joint advertising: the impact of domestic, foreign, and global partners on cognitive fit	55
Consumer response to the new normal: examining the role of anticipated recovery, smart governance and prosocial behavior in driving satisfaction	45
Mind the gap: identifying the chasm between environmental awareness, attitudes and action in fast fashion consumption	41
Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis	40
Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China	40
Network bricolage of international entrepreneurs for new market entry: a cross-national study of small biotech firms	32
How can data-driven service innovation transform hybrid business offerings in global markets?	30
Utilising machine learning to investigate actor engagement in the sharing economy from a cross-cultural perspective	26
Small firms’ foreign market entry framework: rational and cognitive perspectives	26
Firm internationalization: does female board representation matter?	25
International marketing strategies leveraging country-of-origin effects in luxury market: a systematic review and research agenda	25
Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization	23
Systematic review of international marketing capabilities in dynamic capabilities view – calibrating research on international dynamic marketing capabilities	23
Understanding consumers' upward blame attribution, revenge and reconciliation toward multinational versus domestic brand scandals	23
Decision-making in international marketing: past, present and future	22
Spicing up export functions with Chutzpah – the context of market-driven and market-driving export orientations	21
Demand-side constraints affecting consumer attitudes toward digital short-term rental platforms across five European countries: a signaling theory perspective	21
Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective	21
International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic	21
Exploring MNEs’ inter-organizational knowledge transfer processes for enhancing innovation capability	20
The impact of innovation aspiration shortfall and CEO origin on emerging economy firms' international expansion: evidence from China	20
“Buy local” campaigns in times of crisis: insights from reactance theory	20
Exploring the internationalization pathways of luxury SMEs: is there an asset of foreignness?	18

Guest editorial: Emerging challenges in international marketing knowledge management	18
Deglobalization and the emergence of confederated communities	18
The role of artificial intelligence capabilities in enhancing export performance: a study of ambidexterity and dynamic capabilities	18
How scarcity influences home country consumers' attitudes toward the firm engaging in cross-border philanthropy? The role of perceived distributive justice	17
The dark side of companies’ digital transformation: the carbon footprint of online activities	17
Social media and international business: views and conceptual framing	17
The determinants of MNE foreign subsidiaries’ performance: a systematic literature review and future research agenda	17
Navigating culture mixing: a framework for global brand legitimacy in an era of deglobalization	17
The adoption of non-fungible tokens (NFTs) in brand-customer interactions: engagement tool or hype?	15
Understanding SMEs’ internationalization through digital platforms: the role of knowledge sharing and consumer education	15
Conceptualizing consumer resistance in global consumer culture: framework and research agenda	15
Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic	15
Negative and positive contamination in secondhand fashion consumption: does culture matter?	14
A bibliometric approach to the evolution of artificial intelligence in digital marketing	14
Unpacking the relationship between export coopetition activities and export sales performance	14
A vertical portfolio approach to BOP-led growth in emerging markets	14
The internationalization of digital platform firms: the platform-OLI (P-OLI) framework	14
Digital platforms and international performance of Italian SMEs: an exploitation-based overview	14
International servitization: theoretical roots, research gaps and implications	13
The myth of the universal millennial: comparing millennials’ perceptions of luxury across six countries	13
Luxury symbolism, self-congruity, self-affirmation and luxury consumption behavior: a comparison study of China and the US	13
Performance implication of exploration and exploitation in foreign markets: the role of marketing capability and operation flexibility	13
How and when do exporters benefit from an international adaptation strategy? The moderating effect of formal and informal institutional distance	13
Big-data AI analytics in value-chain innovation and international marketing strategy: insights from SMEs in cultural and creative industries	12
How local dealers benefit from their international participation: evidence from Africa	12
Examining the marketing performance of the firms from an international dynamic marketing capability perspective: moderating role of marketing leadership team	12
A meaning-making perspective on digital ridesharing platforms in underdeveloped markets	12
Platform success in the international marketplace: reconfiguring digital resources for marketing agility	11
Emotions in family firms’ internationalisation: a review and suggestions for future research	11
Demystifying the evaluation of brands endorsed by religious leaders in the emerging markets	11
How emerging-market brands can overcome a weak country image	11
A longitudinal study of consumer animosity: the case of the US presidential elections	11
Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions	10
The “indie” premium: how independent firms create product value across cultures	10
The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets	10
Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers	10
New-normal Market Entry Mode for Pharmaceuticals: an Internet of Things (IoT) market entry framework stemming from COVID-19	10
Decades of research on international performance of SMEs; where are we and what are the priorities for the next decade?	10
Business hybrid offerings by manufacturing SMEs: impact of servitization on internationalization of manufacturing SMEs	10
Do racial stereotypes influence consumer judgment of athlete expertise? The role of explicit information	9
The power of institutions on international marketing: reflections on the COVID-19 pandemic can inform international marketing activities	9
The role of online channel in influencing perceived firm size and brand authenticity in international marketing	9
Multi-stakeholder approach in MNEs’ product advertising: evolutionary paths of content and language	9
Consumer xenocentrism when domestic products are better	9
Rebranding after international acquisitions: challenges of legitimation in emerging and developed countries	9
Visual patterns and consumer purchase intention: a study in international social media marketing	9
From vision to export success: examining how and when entrepreneurial leadership drives export innovativeness	9
Does CEO IT knowledge matter for SME value? The mediating role of digital technologies	9
Systematic literature review on the nexus of food waste, food loss and cultural background	9
CSR communication and international marketing: Insights from the COVID-19 pandemic	9

Supply chains and ecosystems for servitization: a systematic review and future research agenda	8
Price transparency in international retailing on digital platforms	8
Financial and non-financial factors for the success of hybrid offerings: evidence from multinational enterprises in an emerging market	8
How knowledge acquisition creates a competitive edge? A qualitative inquiry from international consultancy alliance	8
The effects of individual cultural values and social relationship motivations on electronic word-of-mouth (eWOM): mediation analysis approach	8
Publisher’s Note	8
Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation	8
MNE innovation in the pursuit of SDGs in emerging markets	8
Institutional distance and location choice: an experimental approach to the perception puzzle	8
Theological values and political ideology of upper echelon and international marketing strategy: a conceptual framework	7
Gamification as an innovation: a tool to improve organizational marketing performance and sustainability of international firms	7
The effects of AI-generated advertisements on customer engagement and emotions based on Hofstede’s cultural dimensions: a study from the generation Z international optic	7
Same, same but different! New service development in the context of emerging markets: a review	7
Personality effects on WoM and eWoM susceptibilty – a cross-country perspective	7
Unveiling the potential of digital human avatars in modern marketing strategies	7
Opportunities for self-preferencing in international online marketplaces	7
How can companies boost legitimacy in international markets? A dynamic marketing capabilities approach	7
Linking green supply chain management and blockchain technology to green marketing and environmental performance: the mediating role of green technology innovation	7
Intellectual capital in nonprofit organizations: a focus on social capital as a marketing enabler	6
Social media platforms use in startups’ international marketing strategies: a multiple case study	6
Exploring authenticity meanings in the global-local continuum: semiotic insights from the Måneskin case	6
Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions	6
Ready. Set. AI: a systematic literature review exploring AI antecedents in international marketing	6
Chatbot marketing efforts in the era of artificial intelligence: The moderating role of individualism	6
Digital transformation portrays a play or ploy for brands: exploring the impact of green gamification as a digital marketing strategy	6
Multinational enterprises in global value chains using MCA approach: mapping the field and future research	6
Understanding customers’ intentions to use AI-enabled services in online fashion stores – a longitudinal study	6
Effects of ethnic and global identities on home country brand perceptions: an identity theory perspective	6
Understanding consumer impulse buying in live streaming commerce: a streamer communication style and consumer’s language literacy perspectives	6
Evolution of country emotions and their impact on brand engagement among foreign residents	6
Bringing culture into the picture: cross-cultural differences in online customer reviews	6
Consumer xenocentrism: a systematic literature review	6
Cross-border platforms’ coupling of artificial intelligence adoption and strategic agility for upgraded ESMEs’ global value chains: international marketing capability perspectives	5
Antecedents and performance outcomes of exporters’ use of internet B2B platforms	5
Guest editorial: Systematic literature reviews in international marketing: from the past to the future and beyond	5
The paradox of consumer engagement in ultra-fast fashion consumption	5
How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness	5
Cultural heritage branding in a deglobalized world: global brand resonance through local cultural events	5
Enter here, exit there: explaining symbiotic knowledge flows of international market entry, exit and re-entry insights among adjacent intellectual fields	5
Animosity, preference conflict and consumption context in an international crisis: a normative influence perspective	5
SMEs' regional diversification: dynamic patterns and home market institutional determinants	5
When does export customer responsiveness strategy contribute to export market competitive advantage?	5
Testing the antecedents of customer knowledge sharing on social media: a quantitative analysis on Italian consumers	5
Finding the sweet spot: effects of exporting on the relationship between R&D investment and NPD performance	5
Strategies to overcome the liability of outsidership in geopolitical projects: the case of German firms in the Chinese belt and road initiative in Africa	5
Actors' facial similarity and its impact on US movies' box-office performance in East and South-East Asia	4
Digital marketing ecosystems and global market expansion: current state and future research agenda	4
The impact of luxury brand status signaling, extension authenticity and fit on luxury line extension evaluation: a cross-national study	4
Managing disruptive external forces in international marketing	4
Wanderlust and local choices: unveiling digital nomads’ preference for local brands through emotion, countryphilia, and identity	4
Is brand globalness compatible with brand country-of-origin? An investigation of hybrid brand positioning strategies for emerging market brands	4
Guest editorial: Global branding management in a rapidly changing environment	4
Export market orientation, performance and international partner selection: word-of-mouth referral versus direct contact	4
Exploring and investigating the international marketing communication strategies of British digital SMEs: a signalling theory perspective	4
Shaping consumer behaviour in a digital landscape: the impact of technology readiness on the purchase of sustainable IoT products	4
How and when does digitalization influence export performance? A meta-analysis of its consequences and contingencies	4
Homefluencers' endorsement of millennial consumers' purchase intention in new normal	4