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 2021-08-01 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
Victims: the missing piece in stakeholder-focused brand management puzzles	20
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
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
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
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
Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study	13
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
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
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
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