OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Brand Management is 5. 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 2021-11-01 to 2025-11-01.)

Article	Citations
Conscientious corporate brands: the roles of organisational purpose, organisational culture, brand authenticity and corporate social responsibility	85
Welcome, new brand colleague! A conceptual framework for efficient and effective human–AI co-creation for creative brand voice	50
A counterinsurgent (COIN) framework to defend against consumer activists	37
The dark side of conscientious branding: exploring the interplay between moral failures and organizational resilience	37
We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty	34
Brand heritage across cultures: U.S.A., France and South Korea	29
How rarity and exclusivity influence types of perceived value for luxury	24
Addressing the eco-gender gap in men through power and sustainability self-efficacy	23
Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands	22
The presence of the omni-temporal: theoretical foundations of (corporate) brand heritage design	21
Brand authenticity and consumers’ willingness to pay a premium price (WPP): The mediating role of brand identification	21
Effects of brand management culture on employee behaviors: the mediating roles of brand identification and perceived organizational performance	21
Victims: the missing piece in stakeholder-focused brand management puzzles	21
Holistic augmented reality brand equity (HARBE) model: building customer-based brand equity through augmented reality	18
The impact of live chat, streamer presence, and suspense on brand recognition in social live streaming services	17
Building brand meaning in social entrepreneurship organizations: the social impact brand model	17
Exploring the effect of incidental priming when measuring trademark genericism	16
Corporate social and environmental responsibility advertising: Advertising effectiveness as a function of viewing context	16
How should organizations engage and build relationships with mobile publics on social messengers	16
Sticks and stones: how resistance to negative information helps strong brands thrive	16
Would luxury brands benefit from empowering consumers in product decision-making?	16
Branding: too often overlooked in disruptive innovation and social purpose arenas	15
Storytelling in advertisements: understanding the effect of humor and drama on the attitude toward brands	15
Brand stigmatization: how do new brand users influence original brand users?	14
Authenticity or opportunism: consumers’ perception of brand activism practices and the mediating role of consumer-brand identification	14

User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement	13
Managerial corporate brand orientation: explication, significance, and antecedents	13
Engaging through storytelling: the interplay of engagement with a story, cause, and charity	13
Employee and visitor interactions in museums as a driver to convey the museum brand identity: an exploratory study approach from Picasso museums	12
Measuring social media customer engagement with brands based on information entropy: an application case of luxury brand	12
The anthropomorphic brand logo and its effect on perceived functional performance	12
Using value co-creation behavior as a mediator to explore the influence of virtual tourism community characteristics on destination brand equity	12
The brand manager as practical author. An empirical study of the co-creation of a CSR-based brand	12
Impacts of design aesthetics, brand equity, and trust on electric vehicle purchase intention: an empirical study	11
Branded content experience in social media settings: a consumer culture theory perspective	11
The effect of self-congruity and perceived sustainable actions in luxury branding	10
Heraldry, mottos, and corporate heritage discovery at the University of Strathclyde: a case of useful learning	10
Redefining brand identity and internal communications in turbulent times: the case of Banco Sabadell	10
AI service impacts on brand image and customer equity: empirical evidence from China	10
Brand passion: a systematic review and future research agenda	10
When do consumers prefer AI-enabled customer service? The interaction effect of brand personality and service provision type on brand attitudes and purchase intentions	10
Luxurious and responsible? Consumer perceptions of corporate social responsibility efforts by luxury versus mass-market brands	10
‘Pink is for girls, blue is for boys’ exploring brand gender identity in children’s clothing, a post-evaluation of British retailer John Lewis	10
A proposed brand architecture model for UK fashion brands	10
Special edition: corporate heritage brand design	9
Reinventing a brand’s identity: effect of name and logo announcements on the stock price of Indian banks	9
The influence of marketing communications agencies on activist brands’ moral competency development and ability to engage in authentic brand activism: Wieden+Kennedy ‘Just Does It’	9
Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust	9
Beauty and the brands: the interplay of celebrity attractiveness, brand envy, and social comparison in shaping masstige brand passion in hospitality	9
Self-concept and brand loyalty: Insights from major life events and coping mechanisms	9
How brand coolness influences customers’ willingness to co-create? The mediating effect of customer inspiration and the moderating effect of customer interaction	9
Spurring and sustaining online consumer activism: the role of cause support and brand relationship in microlevel action frames	9
The impact of brand orientation on firm performance: examining the role of innovation and branding dynamic capabilities	8
Antecedents and consequences of emotional attachment to sport teams brands	8
Gratifications sought versus gratifications achieved in online brand communities: satisfaction and motives of lurkers and posters	8
Act your age to engage: field evidence on parent versus brand extension	8
How can conscientious brands best influence consumers’ sustainable behaviours? The role of sustainable brand equity in consumer responses to carbon offsetting messages	8
The role of transactionality of mobile branded apps in brand experience and its impact on loyalty	8
Impact of national culture on contributors’ performance in brand co-creation: insights from a crowdsourcing platform	8
It takes a village: examining how and when brand-specific transformational leadership affects employees in internal brand management	7
Evolution of luxury marketing landscape: a bibliometric analysis and future directions	7
How persuasive is woke brand communication on social media? Evidence from a consumer engagement analysis on Facebook	7
Don't make ads, make TikTok’s: media and brand engagement through Gen Z's use of TikTok and its significance in purchase intent	7
The perceptual antecedents of brand anthropomorphism in the name-brand voice assistant context	6
Enlightening the brand building–audience response link	6
Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands	6
What’s in a face? Exploring the democratisation of brand building through faceless marketing strategies	6
Does the impact of corporate brand name changes differ between online and offline channels? The case of McDonald’s China	6
How AI service quality influence brand loyalty: moderating effects of innovativeness, brand ethicality, and privacy concern	6
Peer effects on brand activism: evidence from brand and user chatter on Twitter	6
How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side	5
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	5
Toward a measure of brand pride: scale development and validation	5
‘The Good Place’: investigating the social responsibility image of countries and its impact on the attractiveness of highly skilled workers	5
Decoding celebrity-owned brand coolness: exploring its impact on brand experience through tight and loose cultural contexts	5

A double-edged sword: the effect of brand self-regulatory messages on brand attitude in the U.S.	5
Necessary perceptions of family values and luxury characteristics for brand luxuriousness: evidence from luxury watch brands	5
Conceptualising attitudes towards brand genuinuity: scale development and validation	5
The influence of brand sustainability on purchase intentions: the mediating role of brand impressions and brand attitudes	5