OOIR: Observatory of International Research

Papers

(The H4-Index of Journal of Product and Brand Management is 25. 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 2021-07-01 to 2025-07-01.)

Article	Citations
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	112
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	86
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	50
Once upon a game: boosting brand storytelling through gamification	50
The interrelationship of family identities, personalities, and expressions on family winery websites	50
Enhancing brand loyalty through online brand communities: the role of community benefits	48
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	48
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	42
The impact of brand value co-creation on perceived CSR authenticity and brand equity	41
As cute as a button: the effect of size on online product cuteness perception	36
Mapping the sustainability branding field: emerging trends and future directions	36
The primacy of corporate brand trust for new market entrants	36
Stormy sales: the influence of weather expectations on FMCG consumption	35
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	35
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement	32
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation	32
Conceptualizing nation branding: the systematic literature review	32
Investigating brand-issue fit in corporate social advocacy from the perspective of expectancy violation	31
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes	31
Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis	30
Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles	30
Congruency or incongruency: a theoretical framework and opportunities for future research avenues	30
The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships	29
Driving channel integration perception in omnichannel environments: the role of touchpoints	27
Consumer and brand value formation, value creation and co-creation in social media brand communities	26

Guest editorial: 30 years of brand relationship research	25
How does the humorous community climate promote consumer engagement? The mediating role of social capital and the moderating role of heterogeneity	25
Service brand avoidance in business-to-business relationships	25