OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Product and Brand Management is 11. 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 2021-04-01 to 2025-04-01.)

Article	Citations
Guest editorial: Cultivating a broader paradigm to understand family business brands and the branding process	179
Sustainable luxury brands: the moderating effects of salient identity-based goals	102
The relative impact of employees’ discrete emotions on employees’ negative word-of-mouth (NWOM) and counterproductive workplace behavior (CWB)	70
Internal Branding - In search of a new paradigm: Guest editorial	69
Influence of consumption resources on observers’ attitudes towards luxury brands: the perspective of power distance belief	60
The interrelationship of family identities, personalities, and expressions on family winery websites	45
Decoding Generation Z's habits: the augmented reality shift from gimmick to utility in omni-digital shopping	44
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	42
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	40
(Relative) size matters: a content analysis of front-of-packaging cue proportions and hierarchies	40
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	38
Take heed of those you reject: a candidate’s view of employer reputation	36
Do university trademarks matter? Interaction between university-related apparel style and licensing status	36
Marketplace icons and iconic brands: exploring place in the myth-making process	35
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	34
Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships	33
Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty	31
Impression management through social media: impact on the market performance of musicians’ human brands	30
Exploring the impact of perceived social media agility on co-creation opportunities and brand attachment: the moderating role of technology reflectiveness	30
Compromise pricing in luxury	29
Too thin to be cute: the influence of letter height-to-width ratio on consumer perception	29
Branding’s academic–practitioner gap: managers’ views	29
Brand purpose: a literature review and BEING implementation framework	27
Being a member of global community: the effect of Chinese brand origin salience on global identity perceptions and brand evaluations	27
Growing the community bank in the shadow of national banks: an empirical analysis of the U.S. banking industry, 1994–2018	25

Brand pride: concept and measurement	25
How does corporate hypocrisy undermine corporate reputation? The roles of corporate trust, affective commitment and CSR perception	25
Brand imitation strategy, package design and consumer response: what does it take to make a difference?	23
Introducing bi-directional participatory place branding: a theoretical model with multi-stakeholder perspectives	23
Brand new: how visual context shapes initial response to logos and corporate visual identity systems	23
Once upon a game: boosting brand storytelling through gamification	23
Customer-based brand competitiveness (CBBC) scale: advancing the relative perspective	22
How to mitigate fashion subscription hesitation: two-step exploration using theory-based causal modeling and machine learning predictive modeling	21
A committed brand facing moral dilemma crises: the role of inferred goodwill and self-brand connection in consumer regret	20
Understanding national brand customer erosion: exploring socio-demographic and weight of purchase factors	20
Guest editorial: Package design: overcoming challenges for brands	20
Internal audience watches the boss walking the talk: the mechanism of management’s mission alignment for internal branding	20
Sustainable food packaging: engagement through the public discourse on social networks	20
Brand communications during a global crisis: understanding persuasion intent, perceived brand opportunism and message sincerity	20
Conspicuous consumption of luxury experiences: an experimental investigation of status perceptions on social media	18
Gamify, engage, build loyalty: exploring the benefits of gameful experience for branded sports apps	18
Strategic horizon of market success: comparing alternative “strategic landscapes” of the new product development process	17
The impact of social media evolution on practitioner-stakeholder relationships in brand management	17
Does the economic value of new product announcements depend upon preannouncement signals? An empirical test of information asymmetry theories	17
Demystifying the product attribute nexus: illuminating webrooming behavior in emerging fashion industry	17
From past to future: exploring two decades of branded apps	16
The brand-building process of B2B high-tech startups in an omni-digital environment	16
The effect of virtual anchor appearance on purchase intention: a perceived warmth and competence perspective	16
Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation	15
Consumer response to celebrity transgression: investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities	15
Brand anthropomorphism on Twitter: communication strategies and consumer engagement	15
Impacts of crisis emotions on negative word-of-mouth and behavioural intention: evidence from a milk crisis	15
Which brands do consumers become attached to? The roles of brand concepts and brand positioning in the context of COVID-19	15
The effects of brand heritage and brand innovation on extended product purchase intentions for corporate heritage brands: a ying–yang perspective	15
Using brands to reconnect with our shared past: brand nostalgia in romantic relationships	15
This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment	14
Brand transgressions in advertising related to diversity, equity and inclusion: implications for consumer–brand relationships	14
Enhancing brand loyalty through online brand communities: the role of community benefits	14
Determining the predictive importance of the core dimensions of nation brands	14
Consumer attitudes and purchase intentions towards internet celebrity self-brands: an integrated view of congruence, brand authenticity and internet celebrity involvement	14
Naming product colors with an individual’s identity and product evaluation: self-referencing as a mediator	13
Redefining brand hijacking from a non-collaborative brand co-creation perspective	13
A moderated mediation model of situational context and brand image for online purchases using eWOM	13
Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts	13
The impact of brand value co-creation on perceived CSR authenticity and brand equity	13
To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship	12
Configurating product placement prominence on brand memory: what counts and what does not?	12
Speak up! brands’ responsiveness matters: consumer reactions to brand communications in the early stages of a crisis	12
The primacy of corporate brand trust for new market entrants	12
The influence of unfamiliar ingredients on the greenness evaluation of environmentally friendly products	12
Consuming in a crisis: pandemic consumption across consumer segments and implications for brands	12
Love me, love my endorsed brand: unveiling the impact of Generation Z fan’s celebrity worship on online brand advocacy	11
The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio	11
Guest editorial: Beyond tech gimmicks: omni-digital touchpoints for products and brands	11