OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Brand Management is 10. 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 2021-09-01 to 2025-09-01.)

Article	Citations
Welcome, new brand colleague! A conceptual framework for efficient and effective human–AI co-creation for creative brand voice	72
Conscientious corporate brands: the roles of organisational purpose, organisational culture, brand authenticity and corporate social responsibility	40
The dark side of conscientious branding: exploring the interplay between moral failures and organizational resilience	36
The impact of interpersonal traits (extraversion and agreeableness) on consumers’ self-brand connection and communal-brand connection with anthropomorphized brands	35
A counterinsurgent (COIN) framework to defend against consumer activists	31
We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty	29
How rarity and exclusivity influence types of perceived value for luxury	25
Addressing the eco-gender gap in men through power and sustainability self-efficacy	23
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	21
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
Brand authenticity and consumers’ willingness to pay a premium price (WPP): The mediating role of brand identification	19
Holistic augmented reality brand equity (HARBE) model: building customer-based brand equity through augmented reality	19
The impact of live chat, streamer presence, and suspense on brand recognition in social live streaming services	18
The presence of the omni-temporal: theoretical foundations of (corporate) brand heritage design	17
Effects of brand management culture on employee behaviors: the mediating roles of brand identification and perceived organizational performance	17
Building brand meaning in social entrepreneurship organizations: the social impact brand model	15
Would luxury brands benefit from empowering consumers in product decision-making?	15
Exploring the effect of incidental priming when measuring trademark genericism	15
Motivating gender toward co-creation: a study on hedonic activities, social importance, and personal values	14
Corporate social and environmental responsibility advertising: Advertising effectiveness as a function of viewing context	14
Branding: too often overlooked in disruptive innovation and social purpose arenas	14
Storytelling in advertisements: understanding the effect of humor and drama on the attitude toward brands	14
Brand stigmatization: how do new brand users influence original brand users?	14

Sticks and stones: how resistance to negative information helps strong brands thrive	14
The anthropomorphic brand logo and its effect on perceived functional performance	13
Engaging through storytelling: the interplay of engagement with a story, cause, and charity	13
Managerial corporate brand orientation: explication, significance, and antecedents	13
User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement	13
Revisiting the effects of inward negative emotions on outward negative emotions, brand loyalty, and negative WOM	13
Using value co-creation behavior as a mediator to explore the influence of virtual tourism community characteristics on destination brand equity	12
Branded content experience in social media settings: a consumer culture theory perspective	11
Employee and visitor interactions in museums as a driver to convey the museum brand identity: an exploratory study approach from Picasso museums	11
Measuring social media customer engagement with brands based on information entropy: an application case of luxury brand	11
The brand manager as practical author. An empirical study of the co-creation of a CSR-based brand	11
The effect of self-congruity and perceived sustainable actions in luxury branding	10
Brand passion: a systematic review and future research agenda	10
Luxurious and responsible? Consumer perceptions of corporate social responsibility efforts by luxury versus mass-market brands	10
Impacts of design aesthetics, brand equity, and trust on electric vehicle purchase intention: an empirical study	10
Beware, an underdog may bite: literature review and brand management framework in the context of underdog brands	10