OOIR: Observatory of International Research

Papers

(The H4-Index of Journal of Product and Brand Management is 26. 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 2021-10-01 to 2025-10-01.)

Article	Citations
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	125
The interrelationship of family identities, personalities, and expressions on family winery websites	107
Brand inclusivity in religion-based marketing: roles of religiosity and diversity appreciation	59
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	57
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	55
Once upon a game: boosting brand storytelling through gamification	52
The impact of brand transgression on consumer choice: the role of moral identity	49
Enhancing brand loyalty through online brand communities: the role of community benefits	47
As cute as a button: the effect of size on online product cuteness perception	47
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	47
Mapping the sustainability branding field: emerging trends and future directions	41
How does linguistic distance affect the willingness of nonfan consumers to adopt word-of-mouth?	41
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	40
The primacy of corporate brand trust for new market entrants	40
The impact of brand value co-creation on perceived CSR authenticity and brand equity	36
Investigating brand-issue fit in corporate social advocacy from the perspective of expectancy violation	34
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation	34
Stormy sales: the influence of weather expectations on FMCG consumption	33
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement	33
Conceptualizing nation branding: the systematic literature review	32
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	32
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes	31
Service brand avoidance in business-to-business relationships	28
The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity	28
How does the humorous community climate promote consumer engagement? The mediating role of social capital and the moderating role of heterogeneity	26

Driving channel integration perception in omnichannel environments: the role of touchpoints