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
The interrelationship of family identities, personalities, and expressions on family winery websites	50
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
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
The primacy of corporate brand trust for new market entrants	36
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
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

Service brand avoidance in business-to-business relationships	25
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