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 2022-01-01 to 2026-01-01.)

Article	Citations
Brand inclusivity in religion-based marketing: roles of religiosity and diversity appreciation	124
Unlocking the nexus of internal brand knowledge, psychological contract, and employee brand identification: implications for customer-centric excellence	66
Influence of firm innovativeness and recovery strategy on consumer brand attitudes under a double-standard crisis	60
The interrelationship of family identities, personalities, and expressions on family winery websites	57
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	56
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	55
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	53
The lightning rod effect: salvation and damnation in polarised brands	53
Once upon a game: boosting brand storytelling through gamification	49
The impact of brand transgression on consumer choice: the role of moral identity	49
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	45
Mapping the sustainability branding field: emerging trends and future directions	40
The primacy of corporate brand trust for new market entrants	39
The impact of brand value co-creation on perceived CSR authenticity and brand equity	39
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	39
Stormy sales: the influence of weather expectations on FMCG consumption	37
As cute as a button: the effect of size on online product cuteness perception	37
Investigating brand-issue fit in corporate social advocacy from the perspective of expectancy violation	37
How does linguistic distance affect the willingness of nonfan consumers to adopt word-of-mouth?	37
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	33
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement	33
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation	32
Conceptualizing nation branding: the systematic literature review	30
Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles	29
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes	29

We “like” to value the brand: a mixed-method study	28
Consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior	27
Guest editorial: 30 years of brand relationship research	26
Service brand avoidance in business-to-business relationships	26
Will consumers give us another chance to bounce back? Effects of precrisis commitments to social and product responsibility on brand resilience	26
Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis	25
How consumer-brand interactions differ in the metaverse versus physical, social media, and Web environments	24
Driving channel integration perception in omnichannel environments: the role of touchpoints	24
The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity	23
The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships	22
Consumer and brand value formation, value creation and co-creation in social media brand communities	22
How does the humorous community climate promote consumer engagement? The mediating role of social capital and the moderating role of heterogeneity	22
How to identify line extensions that survive	21
Exploring the impact of brand placement repetition on the effectiveness of umbrella branding	21
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	20
We are family: heterosexual, gay and lesbian parents in advertising	20
Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework	20
Joy and excitement in the purchase process: the role of materialism and brand engagement	20
What doesn’t kill you makes you stronger: on the determinants of trademark survivability over the long term	20
# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information	20
The influence of branded business gifts on consumer reciprocity and purchase intention	20
Are there generalizable patterns in line extension performance?	19
A mechanism for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM): the divergent moderating effects of horizontal collectivism	19
Examining the motives affecting the demand for second-hand fashion products in the context of brand knowledge presence	19
Realistic or not? The impact of packaging images on the acceptance of insect-based food products	19
Consumer perceived product innovativeness: scale development, calibration and validation	18
Using brands to reconnect with our shared past: brand nostalgia in romantic relationships	18
Effectiveness of corporate social responsibility activities in the COVID-19 pandemic	18
Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation	18
Brand heritage on Twitter: a text-mining stereotype content perspective	18
Brand new: how visual context shapes initial response to logos and corporate visual identity systems	18
To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship	17
Examining antecedents to Generation Z consumers’ green purchase intentions: the role of product categories	17
Naming product colors with an individual’s identity and product evaluation: self-referencing as a mediator	17
Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty	17
A moderated mediation model of situational context and brand image for online purchases using eWOM	17
Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment	17
This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment	17
The effect of virtual anchor appearance on purchase intention: a perceived warmth and competence perspective	17
The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio	17
Building age-inclusive brands: the case of 19/99 Beauty	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
In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions	16
The AI humanness: how perceived personality builds trust and continuous usage intention	16
Virtual or human? The impact of the influencer type on Gen Z consumer outcomes	16
What drives business-to-business brands to be conscientious?	16
Guest editorial: a roadmap and future research agenda for luxury marketing and branding research	15
Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism	15

Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities	14
Do brand allyship efforts in the black American community require financial investment?	14
Commitment to and connection with green brands: perspectives of consumer social responsibility and terror management theory	14
Turning loss into gain: how distressed brand’s philanthropic corporate social responsibility drives customer citizenship	14
Cognitive as opposed to affective country image: the moderating effect of cognition-affect intra-valence nature	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