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 2021-11-01 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
The dark side of conscientious branding: exploring the interplay between moral failures and organizational resilience	37
A counterinsurgent (COIN) framework to defend against consumer activists	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
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
The presence of the omni-temporal: theoretical foundations of (corporate) brand heritage design	21
Holistic augmented reality brand equity (HARBE) model: building customer-based brand equity through augmented reality	18
Building brand meaning in social entrepreneurship organizations: the social impact brand model	17
The impact of live chat, streamer presence, and suspense on brand recognition in social live streaming services	17
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
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
Storytelling in advertisements: understanding the effect of humor and drama on the attitude toward brands	15
Branding: too often overlooked in disruptive innovation and social purpose arenas	15
Authenticity or opportunism: consumers’ perception of brand activism practices and the mediating role of consumer-brand identification	14
Brand stigmatization: how do new brand users influence original brand users?	14

Engaging through storytelling: the interplay of engagement with a story, cause, and charity	13
User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement	13
Managerial corporate brand orientation: explication, significance, and antecedents	13
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
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
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
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
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