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 2022-06-01 to 2026-06-01.)

Article	Citations
Consumer response to the new normal: examining the role of anticipated recovery, smart governance and prosocial behavior in driving satisfaction	95
Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis	55
Consumer animosity and product perception: significance of perceived domestic alternatives during deglobalisation	49
Reconfiguring resource orchestration via social capital: a processual view of blockchain in supply chains	41
Network bricolage of international entrepreneurs for new market entry: a cross-national study of small biotech firms	39
Environmental activism and sustainable consumption: the mediating roles of materialism and cosmopolitanism in Canada and Spain	28
Joint advertising: the impact of domestic, foreign, and global partners on cognitive fit	27
Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China	27
Understanding consumers' perceived credibility bias and reactions to online disclosures of transgressions by foreign vs domestic brands	26
Mind the gap: identifying the chasm between environmental awareness, attitudes and action in fast fashion consumption	26
The role of institutional technology management (ITM) in MNCs' international trade resilience and supply chain agility in African emerging markets	25
How can data-driven service innovation transform hybrid business offerings in global markets?	25
Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization	24
Systematic review of international marketing capabilities in dynamic capabilities view – calibrating research on international dynamic marketing capabilities	22
Small firms’ foreign market entry framework: rational and cognitive perspectives	22
International marketing strategies leveraging country-of-origin effects in luxury market: a systematic review and research agenda	21
Utilising machine learning to investigate actor engagement in the sharing economy from a cross-cultural perspective	21
Firm internationalization: does female board representation matter?	21
Understanding consumers' upward blame attribution, revenge and reconciliation toward multinational versus domestic brand scandals	20
“Buy local” campaigns in times of crisis: insights from reactance theory	20
Spicing up export functions with Chutzpah – the context of market-driven and market-driving export orientations	20
Decision-making in international marketing: past, present and future	20
Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective	19
International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic	19
AI storytelling for global consumers: does it improve luxury brand experience and what is the role of culture?	18

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

Do racial stereotypes influence consumer judgment of athlete expertise? The role of explicit information	9
Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation	8
Multi-stakeholder approach in MNEs’ product advertising: evolutionary paths of content and language	8
Multi-route to influencer marketing effectiveness: a cross-cultural study of TikTok	8
CSR communication and international marketing: Insights from the COVID-19 pandemic	8
Supply chains and ecosystems for servitization: a systematic review and future research agenda	8
Visual patterns and consumer purchase intention: a study in international social media marketing	8
From vision to export success: examining how and when entrepreneurial leadership drives export innovativeness	8
Gamification as an innovation: a tool to improve organizational marketing performance and sustainability of international firms	7
The effects of individual cultural values and social relationship motivations on electronic word-of-mouth (eWOM): mediation analysis approach	7
MNE innovation in the pursuit of SDGs in emerging markets	7
Theological values and political ideology of upper echelon and international marketing strategy: a conceptual framework	7
Publisher’s Note	7
Unveiling the potential of digital human avatars in modern marketing strategies	7
Consumers' brand attitudes in a deglobalized world: external threats boost attitudes toward local brands through emotional bonding	7
The co-production trap: Sino-foreign co-productions weaken foreign movies’ appeal in China	7
Price transparency in international retailing on digital platforms	7
Institutional distance and location choice: an experimental approach to the perception puzzle	7
How can companies boost legitimacy in international markets? A dynamic marketing capabilities approach	7
Financial and non-financial factors for the success of hybrid offerings: evidence from multinational enterprises in an emerging market	7
Same, same but different! New service development in the context of emerging markets: a review	7
Evolution of country emotions and their impact on brand engagement among foreign residents	6
Understanding consumer impulse buying in live streaming commerce: a streamer communication style and consumer’s language literacy perspectives	6
Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions	6
Linking green supply chain management and blockchain technology to green marketing and environmental performance: the mediating role of green technology innovation	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
Exploring authenticity meanings in the global-local continuum: semiotic insights from the Måneskin case	6
Opportunities for self-preferencing in international online marketplaces	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
Social media platforms use in startups’ international marketing strategies: a multiple case study	6
Digital transformation portrays a play or ploy for brands: exploring the impact of green gamification as a digital marketing strategy	6
When does export customer responsiveness strategy contribute to export market competitive advantage?	5
Cross-border platforms’ coupling of artificial intelligence adoption and strategic agility for upgraded ESMEs’ global value chains: international marketing capability perspectives	5
Effects of ethnic and global identities on home country brand perceptions: an identity theory perspective	5
Antecedents and performance outcomes of exporters’ use of internet B2B platforms	5
How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness	5
Consumer xenocentrism: a systematic literature review	5
SMEs' regional diversification: dynamic patterns and home market institutional determinants	5
Ready. Set. AI: a systematic literature review exploring AI antecedents in international marketing	5
Multinational enterprises in global value chains using MCA approach: mapping the field and future research	5
Guest editorial: Systematic literature reviews in international marketing: from the past to the future and beyond	4
Insights and future directions in service design: a global perspective	4
Learning processes in early and rapid internationalization – a theoretical journey and future pathways	4
The paradox of consumer engagement in ultra-fast fashion consumption	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
Enter here, exit there: explaining symbiotic knowledge flows of international market entry, exit and re-entry insights among adjacent intellectual fields	4
Finding the sweet spot: effects of exporting on the relationship between R&D investment and NPD performance	4
How and when does digitalization influence export performance? A meta-analysis of its consequences and contingencies	4
Cultural heritage branding in a deglobalized world: global brand resonance through local cultural events	4
Corrigendum: Theological values and political ideology of upper echelon and international marketing strategy: a conceptual framework	4
Animosity, preference conflict and consumption context in an international crisis: a normative influence perspective	4
Digital marketing ecosystems and global market expansion: current state and future research agenda	4