OOIR: Observatory of International Research

Papers

(The H4-Index of Journal of Product and Brand Management is 27. 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 2022-01-01 to 2026-01-01.)

Article	Citations
Brand inclusivity in religion-based marketing: roles of religiosity and diversity appreciation	124
Unlocking the nexus of internal brand knowledge, psychological contract, and employee brand identification: implications for customer-centric excellence	66
Influence of firm innovativeness and recovery strategy on consumer brand attitudes under a double-standard crisis	60
The interrelationship of family identities, personalities, and expressions on family winery websites	57
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	56
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	55
The lightning rod effect: salvation and damnation in polarised brands	53
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	53
Once upon a game: boosting brand storytelling through gamification	49
The impact of brand transgression on consumer choice: the role of moral identity	49
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	45
Mapping the sustainability branding field: emerging trends and future directions	40
The impact of brand value co-creation on perceived CSR authenticity and brand equity	39
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	39
The primacy of corporate brand trust for new market entrants	39
As cute as a button: the effect of size on online product cuteness perception	37
Investigating brand-issue fit in corporate social advocacy from the perspective of expectancy violation	37
How does linguistic distance affect the willingness of nonfan consumers to adopt word-of-mouth?	37
Stormy sales: the influence of weather expectations on FMCG consumption	37
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement	33
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	33
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation	32
Conceptualizing nation branding: the systematic literature review	30
Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles	29
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes	29

We “like” to value the brand: a mixed-method study	28
Consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior	27