OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Product and Brand Management is 12. 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 2021-08-01 to 2025-08-01.)

Article	Citations
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	119
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	89
The interrelationship of family identities, personalities, and expressions on family winery websites	51
Enhancing brand loyalty through online brand communities: the role of community benefits	51
Once upon a game: boosting brand storytelling through gamification	51
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	51
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	49
The impact of brand value co-creation on perceived CSR authenticity and brand equity	44
The primacy of corporate brand trust for new market entrants	41
Mapping the sustainability branding field: emerging trends and future directions	37
As cute as a button: the effect of size on online product cuteness perception	37
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	37
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes	36
Conceptualizing nation branding: the systematic literature review	36
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	35
Stormy sales: the influence of weather expectations on FMCG consumption	34
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation	32
Investigating brand-issue fit in corporate social advocacy from the perspective of expectancy violation	32
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement	31
Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles	30
Service brand avoidance in business-to-business relationships	30
How does the humorous community climate promote consumer engagement? The mediating role of social capital and the moderating role of heterogeneity	30
We “like” to value the brand: a mixed-method study	27
Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis	27
Will consumers give us another chance to bounce back? Effects of precrisis commitments to social and product responsibility on brand resilience	26

Driving channel integration perception in omnichannel environments: the role of touchpoints	26
The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships	25
Guest editorial: 30 years of brand relationship research	25
The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity	23
Consumer and brand value formation, value creation and co-creation in social media brand communities	22
Exploring the impact of brand placement repetition on the effectiveness of umbrella branding	22
Consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior	22
What doesn’t kill you makes you stronger: on the determinants of trademark survivability over the long term	21
Joy and excitement in the purchase process: the role of materialism and brand engagement	20
Conform to local: how local vs global brand positioning increases consumer conformity	20
When and why does corporate hypocrisy trigger vindictive customer behavior? The moderating role of self-construal	19
Transmission of negative brand-relevant content on social media	19
# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information	19
The influence of branded business gifts on consumer reciprocity and purchase intention	19
Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework	19
Are there generalizable patterns in line extension performance?	18
A mechanism for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM): the divergent moderating effects of horizontal collectivism	18
Brand heritage on Twitter: a text-mining stereotype content perspective	18
Examining the motives affecting the demand for second-hand fashion products in the context of brand knowledge presence	18
Effectiveness of corporate social responsibility activities in the COVID-19 pandemic	18
Consumer perceived product innovativeness: scale development, calibration and validation	17
Realistic or not? The impact of packaging images on the acceptance of insect-based food products	17
Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation	17
Using brands to reconnect with our shared past: brand nostalgia in romantic relationships	17
Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty	17
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	15
Conspicuous consumption of luxury experiences: an experimental investigation of status perceptions on social media	15
This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment	15
Compromise pricing in luxury	15
The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio	14
Naming product colors with an individual’s identity and product evaluation: self-referencing as a mediator	14
To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship	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
A moderated mediation model of situational context and brand image for online purchases using eWOM	13
Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment	13
Automated text analyses of YouTube comments as field experiments for assessing consumer sentiment towards products and brands	13
Brand activism in a polarizing world: the roles of cause controversy and consumption goal	13
Examining antecedents to Generation Z consumers’ green purchase intentions: the role of product categories	13
Guest editorial: a roadmap and future research agenda for luxury marketing and branding research	13
What drives business-to-business brands to be conscientious?	13
Customers’ self-image congruity and brand preference: a moderated mediation model of self-brand connection and self-motivation	12
City brand love: modelling and resident heterogeneity analysis	12
Cognitive as opposed to affective country image: the moderating effect of cognition-affect intra-valence nature	12
Do brand allyship efforts in the black American community require financial investment?	12
The effect of institutional CSR on brand advocacy during COVID-19: the moderated mediation effect of CSR expectancy and value-driven motivation	12
Virtual or human? The impact of the influencer type on Gen Z consumer outcomes	12
Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism	12
Pro-environmental messages have more effect when they come from less familiar brands	12

Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities	12
The AI humanness: how perceived personality builds trust and continuous usage intention	12
Commitment to and connection with green brands: perspectives of consumer social responsibility and terror management theory	12
Enhancing eudaimonic well-being through brand experiences in the VR-based metaverse: implications for brand-self connection and brand love	12
Signaling norm salience through perceived peer counterfeit consumption	12
Turning loss into gain: how distressed brand’s philanthropic corporate social responsibility drives customer citizenship	12