OOIR: Observatory of International Research

Papers

(The median citation count of International Marketing Review is 5. 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 2021-06-01 to 2025-06-01.)

Article	Citations
Mind the gap: identifying the chasm between environmental awareness, attitudes and action in fast fashion consumption	79
Network bricolage of international entrepreneurs for new market entry: a cross-national study of small biotech firms	53
Joint advertising: the impact of domestic, foreign, and global partners on cognitive fit	50
Consumer response to the new normal: examining the role of anticipated recovery, smart governance and prosocial behavior in driving satisfaction	48
Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis	46
Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China	41
Luxury fashion retailers' localised marketing strategies in practice – evidence from China	38
The simultaneous effect of firm capabilities and competitive strategies on export performance: the role of competitive advantages and competitive intensity	38
How international marketers make decisions: exploring approaches to learning and using heuristics	38
Utilising machine learning to investigate actor engagement in the sharing economy from a cross-cultural perspective	36
Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization	32
Systematic review of international marketing capabilities in dynamic capabilities view – calibrating research on international dynamic marketing capabilities	30
Decision-making in international marketing: past, present and future	29
A network model approach to enhance knowledge sharing for internationalization readiness of SMEs	29
Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective	29
Understanding consumers' upward blame attribution, revenge and reconciliation toward multinational versus domestic brand scandals	28
Analysing the importance of international knowledge, orientation, networking and commitment as entrepreneurial culture and market orientation in gaining competitive advantage and international perform	25
“Buy local” campaigns in times of crisis: insights from reactance theory	25
International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic	25
Understanding firm survival in a global crisis	24
Charting research on international luxury marketing: where are we now and where should we go next?	23
Guest editorial: Emerging challenges in international marketing knowledge management	23
A structured literature review on Big Data for customer relationship management (CRM): toward a future agenda in international marketing	23
The impact of innovation aspiration shortfall and CEO origin on emerging economy firms' international expansion: evidence from China	23
Market knowledge acquisition and transfer in international SMEs: peculiarities, specifications and linkages to market success	21

Exploring the internationalization pathways of luxury SMEs: is there an asset of foreignness?	21
How scarcity influences home country consumers' attitudes toward the firm engaging in cross-border philanthropy? The role of perceived distributive justice	20
A critical review of international print advertisements: evolutionary analysis, assessment and elucidations, from 1965 to 2020	19
Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic	18
Digital platforms and international performance of Italian SMEs: an exploitation-based overview	18
Social media and international business: views and conceptual framing	18
The determinants of MNE foreign subsidiaries’ performance: a systematic literature review and future research agenda	18
Understanding SMEs’ internationalization through digital platforms: the role of knowledge sharing and consumer education	18
Conceptualizing consumer resistance in global consumer culture: framework and research agenda	18
The animosity transfer process: consumer denigration of foreign sponsors and testing potential mitigation strategies	16
A bibliometric approach to the evolution of artificial intelligence in digital marketing	16
Performance implication of exploration and exploitation in foreign markets: the role of marketing capability and operation flexibility	16
Luxury symbolism, self-congruity, self-affirmation and luxury consumption behavior: a comparison study of China and the US	16
Unpacking the relationship between export coopetition activities and export sales performance	15
The internationalization of digital platform firms: the platform-OLI (P-OLI) framework	15
International servitization: theoretical roots, research gaps and implications	15
Situational ethnicity and identity negotiation: “indifference” as an identity negotiation mechanism	14
How local dealers benefit from their international participation: evidence from Africa	14
Negative and positive contamination in secondhand fashion consumption: does culture matter?	14
The myth of the universal millennial: comparing millennials’ perceptions of luxury across six countries	14
Big-data AI analytics in value-chain innovation and international marketing strategy: insights from SMEs in cultural and creative industries	14
A meaning-making perspective on digital ridesharing platforms in underdeveloped markets	14
How and when do exporters benefit from an international adaptation strategy? The moderating effect of formal and informal institutional distance	13
Relationships among immigrant consumers' cultural orientation, innovativeness and opinion leadership	13
Consumer cosmopolitanism in international marketing research: a systematic review and future research agenda	12
Decades of research on international performance of SMEs; where are we and what are the priorities for the next decade?	12
How emerging-market brands can overcome a weak country image	12
The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets	12
Examining the marketing performance of the firms from an international dynamic marketing capability perspective: moderating role of marketing leadership team	12
Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions	11
New-normal Market Entry Mode for Pharmaceuticals: an Internet of Things (IoT) market entry framework stemming from COVID-19	11
Platform success in the international marketplace: reconfiguring digital resources for marketing agility	11
Demystifying the evaluation of brands endorsed by religious leaders in the emerging markets	11
The “indie” premium: how independent firms create product value across cultures	11
The role of socio-psychological and personality antecedents in luxury consumption: a meta-analytic review	10
The power of institutions on international marketing: reflections on the COVID-19 pandemic can inform international marketing activities	10
Verifying rigor: analyzing qualitative research 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
The role of online channel in influencing perceived firm size and brand authenticity in international marketing	9
Rebranding after international acquisitions: challenges of legitimation in emerging and developed countries	9
Supply chains and ecosystems for servitization: a systematic review and future research agenda	9
Systematic literature review on the nexus of food waste, food loss and cultural background	9
How knowledge acquisition creates a competitive edge? A qualitative inquiry from international consultancy alliance	9
Impact of knowledge sharing on employees' service quality: the moderating role of artificial intelligence	9
Consumer xenocentrism when domestic products are better	9
CSR communication and international marketing: Insights from the COVID-19 pandemic	9
Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation	9
MNE innovation in the pursuit of SDGs in emerging markets	8
Personality effects on WoM and eWoM susceptibilty – a cross-country perspective	8

How can companies boost legitimacy in international markets? A dynamic marketing capabilities approach	8
Same, same but different! New service development in the context of emerging markets: a review	8
Social media platforms use in startups’ international marketing strategies: a multiple case study	8
Gamification as an innovation: a tool to improve organizational marketing performance and sustainability of international firms	8
Institutional distance and location choice: an experimental approach to the perception puzzle	8
Digital transformation portrays a play or ploy for brands: exploring the impact of green gamification as a digital marketing strategy	8
Opportunities for self-preferencing in international online marketplaces	8
Quiet versus loud luxury: the influence of overt and covert narcissism on young Chinese and US luxury consumers' preferences?	8
Unveiling the potential of digital human avatars in modern marketing strategies	8
Financial and non-financial factors for the success of hybrid offerings: evidence from multinational enterprises in an emerging market	8
Price transparency in international retailing on digital platforms	8
Guest editorial	8
Digital tools and smart technologies in marketing: a thematic evolution	8
Effects of ethnic and global identities on home country brand perceptions: an identity theory perspective	7
Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions	7
Intellectual capital in nonprofit organizations: a focus on social capital as a marketing enabler	7
A global marketing logic: local stakeholders’ influence in diverse emerging markets	7
Exploring authenticity meanings in the global-local continuum: semiotic insights from the Måneskin case	7
Commentary – Look east young sojourner!	7
Understanding customers’ intentions to use AI-enabled services in online fashion stores – a longitudinal study	7
International projects and political risk management by multinational enterprises: insights from multiple emerging markets	7
Bringing culture into the picture: cross-cultural differences in online customer reviews	7
How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness	6
Guest editorial: Systematic literature reviews in international marketing: from the past to the future and beyond	6
Finding the sweet spot: effects of exporting on the relationship between R&D investment and NPD performance	6
Antecedents and performance outcomes of exporters’ use of internet B2B platforms	6
Global consumer culture and national identity as drivers of materialism: an international study of convergence and divergence	6
The impact of luxury brand status signaling, extension authenticity and fit on luxury line extension evaluation: a cross-national study	6
When does export customer responsiveness strategy contribute to export market competitive advantage?	6
SMEs' regional diversification: dynamic patterns and home market institutional determinants	6
Testing the antecedents of customer knowledge sharing on social media: a quantitative analysis on Italian consumers	6
Animosity, preference conflict and consumption context in an international crisis: a normative influence perspective	5
Managing disruptive external forces in international marketing	5
Guest editorial: Global branding management in a rapidly changing environment	5
Export market orientation, performance and international partner selection: word-of-mouth referral versus direct contact	5
How and when does digitalization influence export performance? A meta-analysis of its consequences and contingencies	5
Eyes open and hands on: market knowledge and marketing capabilities in export markets	5
Homefluencers' endorsement of millennial consumers' purchase intention in new normal	5
How do foreign customers' perceptions of product-harm crises affect their transfer of capability- and character-based stigma?	5
Is brand globalness compatible with brand country-of-origin? An investigation of hybrid brand positioning strategies for emerging market brands	5
Actors' facial similarity and its impact on US movies' box-office performance in East and South-East Asia	5