OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Product and Brand Management is 5. 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
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
Enhancing brand loyalty through online brand communities: the role of community benefits	47
How does linguistic distance affect the willingness of nonfan consumers to adopt word-of-mouth?	41
Mapping the sustainability branding field: emerging trends and future directions	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
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
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	32
Conceptualizing nation branding: the systematic literature review	32
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes	31
The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity	28
Service brand avoidance in business-to-business relationships	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	26
Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles	25
Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis	25
Guest editorial: 30 years of brand relationship research	23
Consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior	23
Consumer and brand value formation, value creation and co-creation in social media brand communities	22
The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships	22
Will consumers give us another chance to bounce back? Effects of precrisis commitments to social and product responsibility on brand resilience	22
We “like” to value the brand: a mixed-method study	22
The influence of branded business gifts on consumer reciprocity and purchase intention	21
We are family: heterosexual, gay and lesbian parents in advertising	21
What doesn’t kill you makes you stronger: on the determinants of trademark survivability over the long term	20
When and why does corporate hypocrisy trigger vindictive customer behavior? The moderating role of self-construal	20
Exploring the impact of brand placement repetition on the effectiveness of umbrella branding	20
Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework	19
Conform to local: how local vs global brand positioning increases consumer conformity	19
A mechanism for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM): the divergent moderating effects of horizontal collectivism	19
# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information	19
Joy and excitement in the purchase process: the role of materialism and brand engagement	19
How to identify line extensions that survive	19
Examining the motives affecting the demand for second-hand fashion products in the context of brand knowledge presence	18
Brand heritage on Twitter: a text-mining stereotype content perspective	18
Are there generalizable patterns in line extension performance?	17
This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment	17
Realistic or not? The impact of packaging images on the acceptance of insect-based food products	17
Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty	17
Effectiveness of corporate social responsibility activities in the COVID-19 pandemic	17
Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation	17
Consumer perceived product innovativeness: scale development, calibration and validation	16
Brand new: how visual context shapes initial response to logos and corporate visual identity systems	16
The effect of virtual anchor appearance on purchase intention: a perceived warmth and competence perspective	16
Using brands to reconnect with our shared past: brand nostalgia in romantic relationships	16
The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio	15
Naming product colors with an individual’s identity and product evaluation: self-referencing as a mediator	15
A moderated mediation model of situational context and brand image for online purchases using eWOM	15
To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship	15
Examining antecedents to Generation Z consumers’ green purchase intentions: the role of product categories	15
Building age-inclusive brands: the case of 19/99 Beauty	14
Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment	14
Virtual or human? The impact of the influencer type on Gen Z consumer outcomes	14
Guest editorial: a roadmap and future research agenda for luxury marketing and branding research	14
Brand activism in a polarizing world: the roles of cause controversy and consumption goal	13
Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism	13
Commitment to and connection with green brands: perspectives of consumer social responsibility and terror management theory	13
Turning loss into gain: how distressed brand’s philanthropic corporate social responsibility drives customer citizenship	13
In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions	13
Exploring the role of packaging in the formation of brand images: a mixed methods investigation of consumer perspectives	13
Cognitive as opposed to affective country image: the moderating effect of cognition-affect intra-valence nature	13
The effect of institutional CSR on brand advocacy during COVID-19: the moderated mediation effect of CSR expectancy and value-driven motivation	13
What drives business-to-business brands to be conscientious?	13

The AI humanness: how perceived personality builds trust and continuous usage intention	13
Pro-environmental messages have more effect when they come from less familiar brands	13
Do brand allyship efforts in the black American community require financial investment?	13
Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward	12
The effect of materialism and impression management purchase motivation on purchase intention for luxury athleisure products: the moderating effect of sustainability	12
Customers’ self-image congruity and brand preference: a moderated mediation model of self-brand connection and self-motivation	12
Customer engagement, moral identity and oppositional brand loyalty in virtual communities	12
Enhancing eudaimonic well-being through brand experiences in the VR-based metaverse: implications for brand-self connection and brand love	12
The impact of online brand roasting on brand attitude and brand preference: moderating effects of other brand versus consumer targets	12
Signaling norm salience through perceived peer counterfeit consumption	12
Easter Eggs and Scotch Whiskey: the role of religious self- identity on (in)congruent holiday promotions	12
Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities	12
Why can’t you be all talk to get things done? Consumer acceptance of voice-assisted products	12
Influence of mortality threats on anthropomorphized brand attitude: role of control and connectedness motives	12
Innocence versus Coolness: the influence of brand personality on consumers’ preferences	12
Make it unique! Why embossed product labels increase purchase intentions and willingness to pay	12
The missing link in the evolution of product design: a strategy roadmap towards product development success	11
Brand equity and stock performance in time of crisis: evidence from the COVID-19 pandemic	11
Publisher’s note	11
Being a member of global community: the effect of Chinese brand origin salience on global identity perceptions and brand evaluations	10
Building strong employer brands: the role of gamification	10
A committed brand facing moral dilemma crises: the role of inferred goodwill and self-brand connection in consumer regret	10
From past to future: exploring two decades of branded apps	10
Sustainable food packaging: engagement through the public discourse on social networks	10
Brand pride: concept and measurement	10
The effects of ingredient brand exemplar reminders on new product development	10
Do university trademarks matter? Interaction between university-related apparel style and licensing status	10
Frozen influence: how perceptions of in-store marketing relate to consumer purchase intention	10
Does the economic value of new product announcements depend upon preannouncement signals? An empirical test of information asymmetry theories	10
Gamify, engage, build loyalty: exploring the benefits of gameful experience for branded sports apps	9
Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model	9
Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types	9
Diversity, equity, inclusion, and brand outcomes: a case of higher education	9
Who let the dogs out? How underdog biographies told by family firms affect consumers’ brand attitude	9
Packaging-free shopping: when retailers and consumers (re/mis)appropriate packaging functions	9
Not a human, not for green? The effectiveness of virtual influencers endorsing green products	9
Brand advocacy: a scoping review and future research agenda	9
Consuming in a crisis: pandemic consumption across consumer segments and implications for brands	9
The influence of unfamiliar ingredients on the greenness evaluation of environmentally friendly products	9
The dark side of brand community: the role of brand identification, community identification, brand passion and shopping motivation	9
Understanding blockchain’s influence on brand management: the blockchain branding model	8
The effect of corporate political advocacy on brand perception: an event study analysis	8
Employer and internal branding research: a bibliometric analysis of 25 years	8
Creating online brand advocates: the roles of consumer-brand commitment and monetary and non-monetary incentives	8
Family business branding from a signaling theory perspective: an integrative framework	8
Improving international brand performance: the implications of marketing capabilities, brand orientation and customer value cocreation	8
When influencer-product congruence influence sustainable consumption? The roles of green attributes and intimate self-disclosure	8
Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm	8
Maintaining brand authenticity after an acquisition: the role of acquirer’s reputation and operational independence	7
Facing the fear: leading global brands’ social media communication in times of crisis	7
Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment	7
Do Americans seek pleasure while Chinese care about others’ approval? Examining stereotypical utilities positioning in brand choice contexts	7
The effects of a Disney masstige brand collaboration on perceptions of brand luxury: vertical versus horizontal product line extension strategies	7
Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions	7
Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trust	7
Small sounds, big impact: sonic logos and their effect on consumer attitudes, emotions, brands and advertising placement	7
Stupid is as stupid does? The influence of anthropomorphic stupidity on consumers’ product purchase intention	6
Brand love and customer brand engagement for masstige: a cross-cultural perspective	6
The impact of brand perceptions on the post-to-purchase journey: a family branding perspective	6
Revisiting consumer responses in situational animosity: a reference group perspective	6
Do products branded with handwritten scripts suffer more amid product-harm crises?	6
Comparing the distinctive influences of physical and social servicescapes on brand love for internet‐famous restaurants	6
Art infusion phenomenon: a systematic literature review	6
Higher power, higher purpose: God’s influence on self-improvement products	6
Marketplace icons and iconic brands: exploring place in the myth-making process	5
Effect of downward line extension on consumers’ purchase intentions: power distance belief as a moderator	5
Growing the community bank in the shadow of national banks: an empirical analysis of the U.S. banking industry, 1994–2018	5
How to mitigate fashion subscription hesitation: two-step exploration using theory-based causal modeling and machine learning predictive modeling	5
When brand activism meets adversity: consumer reactions to performance- and value-related crises of varying severity	5
Femvertising practices on social media: a comparison of luxury and non-luxury brands	5
The brand-building process of B2B high-tech startups in an omni-digital environment	5
Brand purpose: a literature review and BEING implementation framework	5
How isolation leads to purchasing luxury brands: the moderating effects of COVID-19 anxiety and social capital	5
Consumer response to celebrity transgression: investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities	5
Decoding Generation Z's habits: the augmented reality shift from gimmick to utility in omni-digital shopping	5
Determining the predictive importance of the core dimensions of nation brands	5