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
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	47
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
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
The primacy of corporate brand trust for new market entrants	40
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	40
The impact of brand value co-creation on perceived CSR authenticity and brand equity	36
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation	34
Investigating brand-issue fit in corporate social advocacy from the perspective of expectancy violation	34
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement	33
Stormy sales: the influence of weather expectations on FMCG consumption	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
Driving channel integration perception in omnichannel environments: the role of touchpoints	26

How does the humorous community climate promote consumer engagement? The mediating role of social capital and the moderating role of heterogeneity