OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Product and Brand Management is 15. 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 2022-08-01 to 2026-08-01.)

Article	Citations
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	158
The lightning rod effect: salvation and damnation in polarised brands	94
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	89
Influence of firm innovativeness and recovery strategy on consumer brand attitudes under a double-standard crisis	87
Brand inclusivity in religion-based marketing: roles of religiosity and diversity appreciation	68
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	65
Guest editorial: Interpretive approaches to branding	62
Once upon a game: boosting brand storytelling through gamification	62
Innovative and sustainable product development: a comparative study of influencing factors in large enterprises vs SMEs	59
The interrelationship of family identities, personalities, and expressions on family winery websites	59
Unlocking the nexus of internal brand knowledge, psychological contract, and employee brand identification: implications for customer-centric excellence	58
The impact of brand transgression on consumer choice: the role of moral identity	54
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	54
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	54
How does linguistic distance affect the willingness of nonfan consumers to adopt word-of-mouth?	46
As cute as a button: the effect of size on online product cuteness perception	44
Mapping the sustainability branding field: emerging trends and future directions	44
How consumers respond when brands disclose using AI in creating social media content: examining brand personification and communication strategies	42
The impact of brand value co-creation on perceived CSR authenticity and brand equity	42
Stormy sales: the influence of weather expectations on FMCG consumption	41
Investigating brand-issue fit in corporate social advocacy from the perspective of expectancy violation	37
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation	35
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement	34
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	33
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes	31

How consumer-brand interactions differ in the metaverse versus physical, social media, and Web environments	30
How does the humorous community climate promote consumer engagement? The mediating role of social capital and the moderating role of heterogeneity	30
Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles	30
Consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior	29
Will consumers give us another chance to bounce back? Effects of precrisis commitments to social and product responsibility on brand resilience	27
The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships	27
The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity	27
Driving channel integration perception in omnichannel environments: the role of touchpoints	27
Guest editorial: 30 years of brand relationship research	26
Consumer and brand value formation, value creation and co-creation in social media brand communities	25
The influence of branded business gifts on consumer reciprocity and purchase intention	25
What doesn’t kill you makes you stronger: on the determinants of trademark survivability over the long term	25
When and why does corporate hypocrisy trigger vindictive customer behavior? The moderating role of self-construal	25
We are family: heterosexual, gay and lesbian parents in advertising	25
How to identify line extensions that survive	24
Joy and excitement in the purchase process: the role of materialism and brand engagement	24
Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework	24
Conform to local: how local vs global brand positioning increases consumer conformity	24
# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information	24
Examining the motives affecting the demand for second-hand fashion products in the context of brand knowledge presence	23
Realistic or not? The impact of packaging images on the acceptance of insect-based food products	23
Brand heritage on Twitter: a text-mining stereotype content perspective	23
A mechanism for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM): the divergent moderating effects of horizontal collectivism	23
How do consumers perceive craftsmanship in luxury brands? Linking craftsmanship, consumer well-being and brand loyalty	22
What the app? A 17-country study of apps’ effectiveness for brand lift	22
Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation	22
Are there generalizable patterns in line extension performance?	22
Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty	21
The effect of virtual anchor appearance on purchase intention: a perceived warmth and competence perspective	21
Brand new: how visual context shapes initial response to logos and corporate visual identity systems	21
To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship	20
Local brand preference under global mobility: identity-related orientations and social categorization effects	20
Consumer perceived product innovativeness: scale development, calibration and validation	20
A moderated mediation model of situational context and brand image for online purchases using eWOM	19
From safe havens to city shapers: purpose activation through community co-creation in queer micro-brands	19
The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio	19
Naming product colors with an individual’s identity and product evaluation: self-referencing as a mediator	18
Exploring consumer support for brand activism: a four-segment typology	18
Examining antecedents to Generation Z consumers’ green purchase intentions: the role of product categories	18
Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism	18
Brand addiction to idols and debt avoidance: exploring the mediating role of self-esteem	18
Building age-inclusive brands: the case of 19/99 Beauty	17
What drives business-to-business brands to be conscientious?	17
Brand activism in a polarizing world: the roles of cause controversy and consumption goal	17
Nasal codas reduce brand warmth and preference: a perspective of sound symbolism	16
The AI humanness: how perceived personality builds trust and continuous usage intention	16
Star power on the shelf: the spillover effects of celebrity brand – retailer relationships on consumer evaluations of retailers	16
Exploring the role of packaging in the formation of brand images: a mixed methods investigation of consumer perspectives	16
Corrigendum: Exploring brand attitude in e-commerce using the S-O-R model: the role of information quantity, information quality and source credibility	15
Commitment to and connection with green brands: perspectives of consumer social responsibility and terror management theory	15

Design and realism in virtual influencers as brand endorsers: how anthropomorphism and social identity cues shape consumer responses	15
Signaling norm salience through perceived peer counterfeit consumption	15
Virtual or human? The impact of the influencer type on Gen Z consumer outcomes	15
Do brand allyship efforts in the black American community require financial investment?	15
Cognitive as opposed to affective country image: the moderating effect of cognition-affect intra-valence nature	15
Enhancing eudaimonic well-being through brand experiences in the VR-based metaverse: implications for brand-self connection and brand love	15
Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities	15