OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Brand Management is 4. 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
The power of facial expressions in branding: can emojis versus human faces shape emotional contagion and brand fun?	51
How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side	48
Branding: too often overlooked in disruptive innovation and social purpose arenas	40
Empirical validation of a new technique (‘select-and-rank’) to measure brand preference	31
‘The Good Place’: investigating the social responsibility image of countries and its impact on the attractiveness of highly skilled workers	27
Invented corporate heritage brands	26
Social media brand posts and customer engagement	24
Beauty and the brands: the interplay of celebrity attractiveness, brand envy, and social comparison in shaping masstige brand passion in hospitality	24
Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study	23
Brand stigmatization: how do new brand users influence original brand users?	22
Exploring the uniqueness of distinctive brand assets within the UK automotive industry	22
Necessary perceptions of family values and luxury characteristics for brand luxuriousness: evidence from luxury watch brands	19
Brand hate experiences and the role of social media influencers in altering consumer emotions	16
From Dr. Seuss to Barbie’s cancellation: brand’s institutional work in response to changed market logics	16
Transforming a social media influencer’s influential power to followers’ word of mouth and purchase intention: the role of brand attachment, brand credibility, and parasocial relationship	15
The effects of nostalgia marketing on consumers’ brand extension evaluation	14
RETRACTED ARTICLE: Slow fashion branding: understanding what consumers value most	14
Spurring and sustaining online consumer activism: the role of cause support and brand relationship in microlevel action frames	13
Brand love: conceptual and empirical investigation of a holistic causal model	13
Brand attachment: a review and future research	13
A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa	12
Managerial corporate brand orientation: explication, significance, and antecedents	11
How AI service quality influence brand loyalty: moderating effects of innovativeness, brand ethicality, and privacy concern	11
Stability or instability: the impact of brand concepts on logo design preferences	11
The external effect of international tourism on brand equity development process of multinational firms (MNFs)	11

Revisiting experiential marketing: a Delphi study	11
What makes a corporate heritage brand authentic for consumers? A semiotic approach	11
Correction to: The role of consumer‑based brand equity on the prolongation of trademarks	11
We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty	10
How brand coolness influences customers’ willingness to co-create? The mediating effect of customer inspiration and the moderating effect of customer interaction	10
The impact of interpersonal traits (extraversion and agreeableness) on consumers’ self-brand connection and communal-brand connection with anthropomorphized brands	10
Mitigating the negative effect of intrabrand clustering: the role of interbrand clustering and firm size	10
The mediating role of perceived brand authenticity between brand experience and brand love: a cross-cultural perspective	9
Reinventing a brand’s identity: effect of name and logo announcements on the stock price of Indian banks	9
Does regional bias matter? Examining the role of regional identification, animosity, and negative emotions as drivers of brand switching: an application in the food and beverage industry	9
A counterinsurgent (COIN) framework to defend against consumer activists	9
Engaging through storytelling: the interplay of engagement with a story, cause, and charity	9
Conceptualising attitudes towards brand genuinuity: scale development and validation	9
Better or different? How mimicry by social groups shapes consumers’ preference for differentiated brands	9
Brand heritage across cultures: U.S.A., France and South Korea	8
Special edition: corporate heritage brand design	8
The influence of brand sustainability on purchase intentions: the mediating role of brand impressions and brand attitudes	8
Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust	8
Revisiting the effects of inward negative emotions on outward negative emotions, brand loyalty, and negative WOM	8
Understanding the social consumer fashion brand engagement journey: insights about reputed fashion brands	8
The anthropomorphic brand logo and its effect on perceived functional performance	8
The appreciation task for luxury brand–artist collaborations	8
User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement	8
Practices of brand extensions and how consumers respond to FMCG giants’ greening attempts	8
Addressing the eco-gender gap in men through power and sustainability self-efficacy	7
How rarity and exclusivity influence types of perceived value for luxury	7
Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands	7
Strategic trademark management: a systematic literature review and prospects for future research	7
Toward a measure of brand pride: scale development and validation	7
Effects of brand community social responsibility: roles of collective self-esteem and altruism	6
Using value co-creation behavior as a mediator to explore the influence of virtual tourism community characteristics on destination brand equity	6
Leaders' personal branding and communication on professional social media platforms: motivations, processes, and outcomes	6
Self-concept and brand loyalty: Insights from major life events and coping mechanisms	6
Consumer affinity and an extended view of the spillover effects of attitudes toward a cross-border-acquisition event	6
A double-edged sword: the effect of brand self-regulatory messages on brand attitude in the U.S.	6
Antecedents and consequences of emotional attachment to sport teams brands	5
Brand authenticity and consumers’ willingness to pay a premium price (WPP): The mediating role of brand identification	5
“What drives loyal fans of brand pages to take action? The effects of self-expansion and flow on loyal page fans’ sharing and creation activities”	5
Building brand loyalty on social media: theories, measurements, antecedents, and consequences	5
Social capital and consumer happiness: toward an alternative explanation of consumer-brand identification	5
Design, corporate brand design, and corporate heritage brand design: what are they? what of them?	5
Looking forward, looking back: developing a narrative of the past, present and future of a brand	5
The role of transactionality of mobile branded apps in brand experience and its impact on loyalty	5
Inducing omni-temporality: product heritage appropriation in corporate heritage brand construction	5
Measuring social media customer engagement with brands based on information entropy: an application case of luxury brand	5
Engaging with intelligent voice assistants for wellbeing and brand attachment	5
Synergistic effect of matching corporate and product brand images on purchase intentions: Comparing the importance of functional and emotional value	4
A cross cultural comparison of brand love in consumer brand relationships: Is ‘transmissive brand love’ a potential platform for developing brand equity?	4
The role of storytelling in the creation of brand love: the PANDORA case	4
The brand manager as practical author. An empirical study of the co-creation of a CSR-based brand	4