OOIR: Observatory of International Research

Papers

(The TQCC of International Marketing Review is 11. 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
Reconfiguring resource orchestration via social capital: a processual view of blockchain in supply chains	29
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
Mind the gap: identifying the chasm between environmental awareness, attitudes and action in fast fashion consumption	28
Firm internationalization: does female board representation matter?	27
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
International marketing strategies leveraging country-of-origin effects in luxury market: a systematic review and research agenda	26
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
“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
Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective	20

International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic	20
Exploring MNEs’ inter-organizational knowledge transfer processes for enhancing innovation capability	19
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
Unraveling the nexus of corporate political engagement and greenwashing in global markets	18
The paradoxes of generative AI-mediated acculturation	17
Deglobalization and the emergence of confederated communities	17
Exploring the internationalization pathways of luxury SMEs: is there an asset of foreignness?	17
Social media and international business: views and conceptual framing	17
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
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
Consumer response to direct, indirect and non-comparative advertising in France, UK and USA	15
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
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
A meaning-making perspective on digital ridesharing platforms in underdeveloped markets	13
How local dealers benefit from their international participation: evidence from Africa	13
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
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
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
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