OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Product and Brand Management is 14. 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 2022-05-01 to 2026-05-01.)

Article	Citations
Once upon a game: boosting brand storytelling through gamification	141
The interrelationship of family identities, personalities, and expressions on family winery websites	77
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	74
The impact of brand transgression on consumer choice: the role of moral identity	73
Influence of firm innovativeness and recovery strategy on consumer brand attitudes under a double-standard crisis	63
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	62
Unlocking the nexus of internal brand knowledge, psychological contract, and employee brand identification: implications for customer-centric excellence	58
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	57
Brand inclusivity in religion-based marketing: roles of religiosity and diversity appreciation	54
The lightning rod effect: salvation and damnation in polarised brands	54
Guest editorial: Interpretive approaches to branding	53
The impact of brand value co-creation on perceived CSR authenticity and brand equity	47
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	47
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	45
How does linguistic distance affect the willingness of nonfan consumers to adopt word-of-mouth?	44
The primacy of corporate brand trust for new market entrants	41
As cute as a button: the effect of size on online product cuteness perception	41
Mapping the sustainability branding field: emerging trends and future directions	39
Stormy sales: the influence of weather expectations on FMCG consumption	38
Investigating brand-issue fit in corporate social advocacy from the perspective of expectancy violation	37
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement	36
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes	36
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation	34
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	33
Conceptualizing nation branding: the systematic literature review	31

Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles	29
We “like” to value the brand: a mixed-method study	29
The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships	28
Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis	28
How consumer-brand interactions differ in the metaverse versus physical, social media, and Web environments	28
How does the humorous community climate promote consumer engagement? The mediating role of social capital and the moderating role of heterogeneity	26
The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity	26
Guest editorial: 30 years of brand relationship research	26
Service brand avoidance in business-to-business relationships	25
Driving channel integration perception in omnichannel environments: the role of touchpoints	24
Consumer and brand value formation, value creation and co-creation in social media brand communities	24
Will consumers give us another chance to bounce back? Effects of precrisis commitments to social and product responsibility on brand resilience	24
Consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior	24
Conform to local: how local vs global brand positioning increases consumer conformity	23
We are family: heterosexual, gay and lesbian parents in advertising	23
How to identify line extensions that survive	23
What doesn’t kill you makes you stronger: on the determinants of trademark survivability over the long term	23
Joy and excitement in the purchase process: the role of materialism and brand engagement	22
The influence of branded business gifts on consumer reciprocity and purchase intention	22
When and why does corporate hypocrisy trigger vindictive customer behavior? The moderating role of self-construal	22
Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework	22
Realistic or not? The impact of packaging images on the acceptance of insect-based food products	21
Are there generalizable patterns in line extension performance?	21
What the app? A 17-country study of apps’ effectiveness for brand lift	21
Brand heritage on Twitter: a text-mining stereotype content perspective	21
# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information	21
A mechanism for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM): the divergent moderating effects of horizontal collectivism	21
Examining the motives affecting the demand for second-hand fashion products in the context of brand knowledge presence	21
Consumer perceived product innovativeness: scale development, calibration and validation	20
Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty	20
Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation	20
Brand new: how visual context shapes initial response to logos and corporate visual identity systems	20
Examining antecedents to Generation Z consumers’ green purchase intentions: the role of product categories	19
The effect of virtual anchor appearance on purchase intention: a perceived warmth and competence perspective	19
Exploring consumer support for brand activism: a four-segment typology	18
To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship	18
The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio	18
A moderated mediation model of situational context and brand image for online purchases using eWOM	17
Virtual or human? The impact of the influencer type on Gen Z consumer outcomes	17
Naming product colors with an individual’s identity and product evaluation: self-referencing as a mediator	17
Brand addiction to idols and debt avoidance: exploring the mediating role of self-esteem	17
Building age-inclusive brands: the case of 19/99 Beauty	17
Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism	16
The AI humanness: how perceived personality builds trust and continuous usage intention	16
Nasal codas reduce brand warmth and preference: a perspective of sound symbolism	16
Brand activism in a polarizing world: the roles of cause controversy and consumption goal	16
Exploring the role of packaging in the formation of brand images: a mixed methods investigation of consumer perspectives	16
What drives business-to-business brands to be conscientious?	16
Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities	15
The effect of institutional CSR on brand advocacy during COVID-19: the moderated mediation effect of CSR expectancy and value-driven motivation	15

Turning loss into gain: how distressed brand’s philanthropic corporate social responsibility drives customer citizenship	15
Cognitive as opposed to affective country image: the moderating effect of cognition-affect intra-valence nature	15
Do brand allyship efforts in the black American community require financial investment?	15
Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward	14
Pro-environmental messages have more effect when they come from less familiar brands	14
Design and realism in virtual influencers as brand endorsers: how anthropomorphism and social identity cues shape consumer responses	14
Enhancing eudaimonic well-being through brand experiences in the VR-based metaverse: implications for brand-self connection and brand love	14
Signaling norm salience through perceived peer counterfeit consumption	14
Corrigendum: Exploring brand attitude in e-commerce using the S-O-R model: the role of information quantity, information quality and source credibility	14