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 2022-08-01 to 2026-08-01.)

Article	Citations
Consumer response to the new normal: examining the role of anticipated recovery, smart governance and prosocial behavior in driving satisfaction	100
Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis	69
Consumer animosity and product perception: significance of perceived domestic alternatives during deglobalisation	52
Joint advertising: the impact of domestic, foreign, and global partners on cognitive fit	45
Understanding consumers' perceived credibility bias and reactions to online disclosures of transgressions by foreign vs domestic brands	42
Environmental activism and sustainable consumption: the mediating roles of materialism and cosmopolitanism in Canada and Spain	31
Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China	29
Network bricolage of international entrepreneurs for new market entry: a cross-national study of small biotech firms	29
Reconfiguring resource orchestration via social capital: a processual view of blockchain in supply chains	29
Mind the gap: identifying the chasm between environmental awareness, attitudes and action in fast fashion consumption	28
Utilising machine learning to investigate actor engagement in the sharing economy from a cross-cultural perspective	27
The role of institutional technology management (ITM) in MNCs' international trade resilience and supply chain agility in African emerging markets	27
Firm internationalization: does female board representation matter?	27
How can data-driven service innovation transform hybrid business offerings in global markets?	26
Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization	26
Small firms’ foreign market entry framework: rational and cognitive perspectives	26
Systematic review of international marketing capabilities in dynamic capabilities view – calibrating research on international dynamic marketing capabilities	26
International marketing strategies leveraging country-of-origin effects in luxury market: a systematic review and research agenda	26
“Buy local” campaigns in times of crisis: insights from reactance theory	25
Decision-making in international marketing: past, present and future	24
Knowledge management, operational resilience and export performance: moderating roles of strategic flexibility and maturity of digital transformation in emerging markets	24
Understanding consumers' upward blame attribution, revenge and reconciliation toward multinational versus domestic brand scandals	22
Spicing up export functions with Chutzpah – the context of market-driven and market-driving export orientations	21
AI storytelling for global consumers: does it improve luxury brand experience and what is the role of culture?	21
International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic	20

Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective	20
Demand-side constraints affecting consumer attitudes toward digital short-term rental platforms across five European countries: a signaling theory perspective	19
The role of artificial intelligence capabilities in enhancing export performance: a study of ambidexterity and dynamic capabilities	19
Exploring MNEs’ inter-organizational knowledge transfer processes for enhancing innovation capability	19
Unraveling the nexus of corporate political engagement and greenwashing in global markets	18
Exploring the internationalization pathways of luxury SMEs: is there an asset of foreignness?	17
Social media and international business: views and conceptual framing	17
The paradoxes of generative AI-mediated acculturation	17
Deglobalization and the emergence of confederated communities	17
A bibliometric approach to the evolution of artificial intelligence in digital marketing	16
Understanding SMEs’ internationalization through digital platforms: the role of knowledge sharing and consumer education	16
Navigating culture mixing: a framework for global brand legitimacy in an era of deglobalization	16
Conceptualizing consumer resistance in global consumer culture: framework and research agenda	16
The dark side of companies’ digital transformation: the carbon footprint of online activities	16
Consumer response to direct, indirect and non-comparative advertising in France, UK and USA	15
Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic	14
A vertical portfolio approach to BOP-led growth in emerging markets	14
International servitization: theoretical roots, research gaps and implications	14
Founder CEOs and firms' foreign subsidiary ownership: Do non-CEO executives matter?	14
The determinants of MNE foreign subsidiaries’ performance: a systematic literature review and future research agenda	14
Negative and positive contamination in secondhand fashion consumption: does culture matter?	14
Unpacking the relationship between export coopetition activities and export sales performance	14
The adoption of non-fungible tokens (NFTs) in brand-customer interactions: engagement tool or hype?	14
How and when do exporters benefit from an international adaptation strategy? The moderating effect of formal and informal institutional distance	14
The internationalization of digital platform firms: the platform-OLI (P-OLI) framework	14
A longitudinal study of consumer animosity: the case of the US presidential elections	13
Emotions in family firms’ internationalisation: a review and suggestions for future research	13
A meaning-making perspective on digital ridesharing platforms in underdeveloped markets	13
How local dealers benefit from their international participation: evidence from Africa	13
Examining the marketing performance of the firms from an international dynamic marketing capability perspective: moderating role of marketing leadership team	12
The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets	12
Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions	12
How emerging-market brands can overcome a weak country image	12
Big-data AI analytics in value-chain innovation and international marketing strategy: insights from SMEs in cultural and creative industries	12
Decades of research on international performance of SMEs; where are we and what are the priorities for the next decade?	12
The “indie” premium: how independent firms create product value across cultures	11
Platform success in the international marketplace: reconfiguring digital resources for marketing agility	11
Consumer xenocentrism when domestic products are better	10
Does CEO IT knowledge matter for SME value? The mediating role of digital technologies	10
Experiential vs. material conspicuous consumption as romantic signals: evidence from South Korea and the United States	10
Brand disruption: exploring how migrants purchase brands compared to locals	10
Do racial stereotypes influence consumer judgment of athlete expertise? The role of explicit information	10
Corrigendum: Shaping consumer behaviour in a digital landscape: the impact of technology readiness on the purchase of sustainable IoT products	10
Rebranding after international acquisitions: challenges of legitimation in emerging and developed countries	10
Systematic literature review on the nexus of food waste, food loss and cultural background	10
Impact of personal beauty values on brand preference: an international market segmentation approach	10
The role of online channel in influencing perceived firm size and brand authenticity in international marketing	10
Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers	10
Business hybrid offerings by manufacturing SMEs: impact of servitization on internationalization of manufacturing SMEs	10
From vision to export success: examining how and when entrepreneurial leadership drives export innovativeness	9

Visual patterns and consumer purchase intention: a study in international social media marketing	9
Supply chains and ecosystems for servitization: a systematic review and future research agenda	9
Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation	9
CSR communication and international marketing: Insights from the COVID-19 pandemic	9
Multi-route to influencer marketing effectiveness: a cross-cultural study of TikTok	8
Institutional distance and location choice: an experimental approach to the perception puzzle	8
Consumers' brand attitudes in a deglobalized world: external threats boost attitudes toward local brands through emotional bonding	8
Publisher’s Note	8
Multi-stakeholder approach in MNEs’ product advertising: evolutionary paths of content and language	8
Price transparency in international retailing on digital platforms	8
Theological values and political ideology of upper echelon and international marketing strategy: a conceptual framework	8
The effects of individual cultural values and social relationship motivations on electronic word-of-mouth (eWOM): mediation analysis approach	8
Gamification as an innovation: a tool to improve organizational marketing performance and sustainability of international firms	8
Financial and non-financial factors for the success of hybrid offerings: evidence from multinational enterprises in an emerging market	7
MNE innovation in the pursuit of SDGs in emerging markets	7
Opportunities for self-preferencing in international online marketplaces	7
Understanding consumer impulse buying in live streaming commerce: a streamer communication style and consumer’s language literacy perspectives	7
Navigating institutional voids in global value chains: the role of evolving informal institutions and institutional technologies	7
Unveiling the potential of digital human avatars in modern marketing strategies	7
The co-production trap: Sino-foreign co-productions weaken foreign movies’ appeal in China	7
Culture and enthusiasm for immersive technology: evidence from 29 countries	7
How can companies boost legitimacy in international markets? A dynamic marketing capabilities approach	7
Social media platforms use in startups’ international marketing strategies: a multiple case study	7
Evolution of country emotions and their impact on brand engagement among foreign residents	7
Same, same but different! New service development in the context of emerging markets: a review	7
Effects of ethnic and global identities on home country brand perceptions: an identity theory perspective	6
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	6
Exploring authenticity meanings in the global-local continuum: semiotic insights from the Måneskin case	6
Digital transformation portrays a play or ploy for brands: exploring the impact of green gamification as a digital marketing strategy	6
Chatbot marketing efforts in the era of artificial intelligence: The moderating role of individualism	6
Understanding customers’ intentions to use AI-enabled services in online fashion stores – a longitudinal study	6
Linking green supply chain management and blockchain technology to green marketing and environmental performance: the mediating role of green technology innovation	6
Multinational enterprises in global value chains using MCA approach: mapping the field and future research	5
Cross-border platforms’ coupling of artificial intelligence adoption and strategic agility for upgraded ESMEs’ global value chains: international marketing capability perspectives	5
Corrigendum: Theological values and political ideology of upper echelon and international marketing strategy: a conceptual framework	5
Consumer xenocentrism: a systematic literature review	5
Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions	5
Antecedents and performance outcomes of exporters’ use of internet B2B platforms	5
SMEs' regional diversification: dynamic patterns and home market institutional determinants	5
Learning processes in early and rapid internationalization – a theoretical journey and future pathways	5
How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness	5
Ready. Set. AI: a systematic literature review exploring AI antecedents in international marketing	5
Cultural heritage branding in a deglobalized world: global brand resonance through local cultural events	5
Guest editorial: Systematic literature reviews in international marketing: from the past to the future and beyond	5
Finding the sweet spot: effects of exporting on the relationship between R&D investment and NPD performance	4
Insights and future directions in service design: a global perspective	4
The paradox of consumer engagement in ultra-fast fashion consumption	4
Wanderlust and local choices: unveiling digital nomads’ preference for local brands through emotion, countryphilia, and identity	4
Navigating identity online: a cross-national study of the social media and consumer behaviors of Indian immigrants and their descendants	4
Strategies to overcome the liability of outsidership in geopolitical projects: the case of German firms in the Chinese belt and road initiative in Africa	4
How and when does digitalization influence export performance? A meta-analysis of its consequences and contingencies	4
Shaping consumer behaviour in a digital landscape: the impact of technology readiness on the purchase of sustainable IoT products	4
Homefluencers' endorsement of millennial consumers' purchase intention in new normal	4
Enter here, exit there: explaining symbiotic knowledge flows of international market entry, exit and re-entry insights among adjacent intellectual fields	4
Actors' facial similarity and its impact on US movies' box-office performance in East and South-East Asia	4
Actions speak, signals guide: ESG performance and firms' overseas R&D	4
Export market orientation, performance and international partner selection: word-of-mouth referral versus direct contact	4