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 2021-08-01 to 2025-08-01.)

Article	Citations
Welcome, new brand colleague! A conceptual framework for efficient and effective human–AI co-creation for creative brand voice	67
Conscientious corporate brands: the roles of organisational purpose, organisational culture, brand authenticity and corporate social responsibility	39
The dark side of conscientious branding: exploring the interplay between moral failures and organizational resilience	33
A counterinsurgent (COIN) framework to defend against consumer activists	32
The impact of interpersonal traits (extraversion and agreeableness) on consumers’ self-brand connection and communal-brand connection with anthropomorphized brands	29
We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty	27
Brand heritage across cultures: U.S.A., France and South Korea	22
Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands	22
Addressing the eco-gender gap in men through power and sustainability self-efficacy	22
How rarity and exclusivity influence types of perceived value for luxury	20
Brand authenticity and consumers’ willingness to pay a premium price (WPP): The mediating role of brand identification	20
Victims: the missing piece in stakeholder-focused brand management puzzles	20
How should organizations engage and build relationships with mobile publics on social messengers	19
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
Effects of brand management culture on employee behaviors: the mediating roles of brand identification and perceived organizational performance	16
The presence of the omni-temporal: theoretical foundations of (corporate) brand heritage design	15
Building brand meaning in social entrepreneurship organizations: the social impact brand model	15
Would luxury brands benefit from empowering consumers in product decision-making?	14
Exploring the effect of incidental priming when measuring trademark genericism	14
Corporate social and environmental responsibility advertising: Advertising effectiveness as a function of viewing context	14
Motivating gender toward co-creation: a study on hedonic activities, social importance, and personal values	14
Storytelling in advertisements: understanding the effect of humor and drama on the attitude toward brands	14
User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement	13
Brand stigmatization: how do new brand users influence original brand users?	13

Branding: too often overlooked in disruptive innovation and social purpose arenas	13
Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study	13
Managerial corporate brand orientation: explication, significance, and antecedents	12
Revisiting the effects of inward negative emotions on outward negative emotions, brand loyalty, and negative WOM	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
Engaging through storytelling: the interplay of engagement with a story, cause, and charity	12
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	11
Beware, an underdog may bite: literature review and brand management framework in the context of underdog brands	11
Branded content experience in social media settings: a consumer culture theory perspective	11
Impacts of design aesthetics, brand equity, and trust on electric vehicle purchase intention: an empirical study	11
The brand manager as practical author. An empirical study of the co-creation of a CSR-based brand	11
Brand passion: a systematic review and future research agenda	10
The effect of self-congruity and perceived sustainable actions in luxury branding	10
Luxurious and responsible? Consumer perceptions of corporate social responsibility efforts by luxury versus mass-market brands	10
Impact of customer-based corporate reputation on customer engagement behaviors: customer identification and brand love as mediators and industry type as a moderator	9
A proposed brand architecture model for UK fashion brands	9
AI service impacts on brand image and customer equity: empirical evidence from China	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
Redefining brand identity and internal communications in turbulent times: the case of Banco Sabadell	9
‘Pink is for girls, blue is for boys’ exploring brand gender identity in children’s clothing, a post-evaluation of British retailer John Lewis	9
When do consumers prefer AI-enabled customer service? The interaction effect of brand personality and service provision type on brand attitudes and purchase intentions	9
Heraldry, mottos, and corporate heritage discovery at the University of Strathclyde: a case of useful learning	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	8
How brand coolness influences customers’ willingness to co-create? The mediating effect of customer inspiration and the moderating effect of customer interaction	8
Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust	8
Spurring and sustaining online consumer activism: the role of cause support and brand relationship in microlevel action frames	8
Reinventing a brand’s identity: effect of name and logo announcements on the stock price of Indian banks	8
Special edition: corporate heritage brand design	8
Beauty and the brands: the interplay of celebrity attractiveness, brand envy, and social comparison in shaping masstige brand passion in hospitality	8
Social media brand posts and customer engagement	8
The role of transactionality of mobile branded apps in brand experience and its impact on loyalty	8
The impact of brand orientation on firm performance: examining the role of innovation and branding dynamic capabilities	7
How persuasive is woke brand communication on social media? Evidence from a consumer engagement analysis on Facebook	7
Act your age to engage: field evidence on parent versus brand extension	7
Building brand loyalty on social media: theories, measurements, antecedents, and consequences	7
Antecedents and consequences of emotional attachment to sport teams brands	7
How can conscientious brands best influence consumers’ sustainable behaviours? The role of sustainable brand equity in consumer responses to carbon offsetting messages	7
Gratifications sought versus gratifications achieved in online brand communities: satisfaction and motives of lurkers and posters	7
Self-concept and brand loyalty: Insights from major life events and coping mechanisms	7
Impact of national culture on contributors’ performance in brand co-creation: insights from a crowdsourcing platform	7
Peer effects on brand activism: evidence from brand and user chatter on Twitter	6
Evolution of luxury marketing landscape: a bibliometric analysis and future directions	6
Does the impact of corporate brand name changes differ between online and offline channels? The case of McDonald’s China	6
Don't make ads, make TikTok’s: media and brand engagement through Gen Z's use of TikTok and its significance in purchase intent	6
The perceptual antecedents of brand anthropomorphism in the name-brand voice assistant context	6
It takes a village: examining how and when brand-specific transformational leadership affects employees in internal brand management	6
Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands	6
Necessary perceptions of family values and luxury characteristics for brand luxuriousness: evidence from luxury watch brands	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
‘The Good Place’: investigating the social responsibility image of countries and its impact on the attractiveness of highly skilled workers	5
How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side	5
Enlightening the brand building–audience response link	5
How AI service quality influence brand loyalty: moderating effects of innovativeness, brand ethicality, and privacy concern	5