OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Product and Brand Management is 13. 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 2021-11-01 to 2025-11-01.)

Article	Citations
Brand inclusivity in religion-based marketing: roles of religiosity and diversity appreciation	112
The interrelationship of family identities, personalities, and expressions on family winery websites	63
Unlocking the nexus of internal brand knowledge, psychological contract, and employee brand identification: implications for customer-centric excellence	59
Once upon a game: boosting brand storytelling through gamification	55
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	52
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	51
Enhancing brand loyalty through online brand communities: the role of community benefits	50
The impact of brand transgression on consumer choice: the role of moral identity	49
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	49
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	47
How does linguistic distance affect the willingness of nonfan consumers to adopt word-of-mouth?	45
The primacy of corporate brand trust for new market entrants	43
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	42
The impact of brand value co-creation on perceived CSR authenticity and brand equity	37
Mapping the sustainability branding field: emerging trends and future directions	36
As cute as a button: the effect of size on online product cuteness perception	36
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation	35
Stormy sales: the influence of weather expectations on FMCG consumption	34
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement	34
Investigating brand-issue fit in corporate social advocacy from the perspective of expectancy violation	34
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	33
Conceptualizing nation branding: the systematic literature review	30
Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis	28
How does the humorous community climate promote consumer engagement? The mediating role of social capital and the moderating role of heterogeneity	28
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes	28

Driving channel integration perception in omnichannel environments: the role of touchpoints	26
Guest editorial: 30 years of brand relationship research	26
Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles	26
The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity	25
Service brand avoidance in business-to-business relationships	24
We “like” to value the brand: a mixed-method study	24
Consumer and brand value formation, value creation and co-creation in social media brand communities	23
How to identify line extensions that survive	23
Consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior	23
The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships	23
Will consumers give us another chance to bounce back? Effects of precrisis commitments to social and product responsibility on brand resilience	23
What doesn’t kill you makes you stronger: on the determinants of trademark survivability over the long term	22
Conform to local: how local vs global brand positioning increases consumer conformity	22
We are family: heterosexual, gay and lesbian parents in advertising	20
The influence of branded business gifts on consumer reciprocity and purchase intention	20
Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework	19
When and why does corporate hypocrisy trigger vindictive customer behavior? The moderating role of self-construal	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
Exploring the impact of brand placement repetition on the effectiveness of umbrella branding	19
Brand heritage on Twitter: a text-mining stereotype content perspective	18
A mechanism for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM): the divergent moderating effects of horizontal collectivism	18
Are there generalizable patterns in line extension performance?	18
Realistic or not? The impact of packaging images on the acceptance of insect-based food products	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
Using brands to reconnect with our shared past: brand nostalgia in romantic relationships	17
Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation	17
Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty	17
This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment	17
The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio	16
Examining antecedents to Generation Z consumers’ green purchase intentions: the role of product categories	16
The effect of virtual anchor appearance on purchase intention: a perceived warmth and competence perspective	16
To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship	16
Brand new: how visual context shapes initial response to logos and corporate visual identity systems	16
Naming product colors with an individual’s identity and product evaluation: self-referencing as a mediator	16
Brand activism in a polarizing world: the roles of cause controversy and consumption goal	15
A moderated mediation model of situational context and brand image for online purchases using eWOM	15
Building age-inclusive brands: the case of 19/99 Beauty	15
The AI humanness: how perceived personality builds trust and continuous usage intention	15
Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment	15
What drives business-to-business brands to be conscientious?	14
Turning loss into gain: how distressed brand’s philanthropic corporate social responsibility drives customer citizenship	14
Guest editorial: a roadmap and future research agenda for luxury marketing and branding research	14
Exploring the role of packaging in the formation of brand images: a mixed methods investigation of consumer perspectives	14
Virtual or human? The impact of the influencer type on Gen Z consumer outcomes	14
In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions	14
Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism	14
Pro-environmental messages have more effect when they come from less familiar brands	13

Customers’ self-image congruity and brand preference: a moderated mediation model of self-brand connection and self-motivation	13
The effect of institutional CSR on brand advocacy during COVID-19: the moderated mediation effect of CSR expectancy and value-driven motivation	13
Signaling norm salience through perceived peer counterfeit consumption	13
Enhancing eudaimonic well-being through brand experiences in the VR-based metaverse: implications for brand-self connection and brand love	13
Commitment to and connection with green brands: perspectives of consumer social responsibility and terror management theory	13
Do brand allyship efforts in the black American community require financial investment?	13
Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities	13
Cognitive as opposed to affective country image: the moderating effect of cognition-affect intra-valence nature	13