OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Brand Management is 9. 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 2021-04-01 to 2025-04-01.)

Article	Citations
The power of facial expressions in branding: can emojis versus human faces shape emotional contagion and brand fun?	51
How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side	48
Branding: too often overlooked in disruptive innovation and social purpose arenas	40
Empirical validation of a new technique (‘select-and-rank’) to measure brand preference	31
‘The Good Place’: investigating the social responsibility image of countries and its impact on the attractiveness of highly skilled workers	27
Invented corporate heritage brands	26
Beauty and the brands: the interplay of celebrity attractiveness, brand envy, and social comparison in shaping masstige brand passion in hospitality	24
Social media brand posts and customer engagement	24
Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study	23
Exploring the uniqueness of distinctive brand assets within the UK automotive industry	22
Brand stigmatization: how do new brand users influence original brand users?	22
Necessary perceptions of family values and luxury characteristics for brand luxuriousness: evidence from luxury watch brands	19
From Dr. Seuss to Barbie’s cancellation: brand’s institutional work in response to changed market logics	16
Brand hate experiences and the role of social media influencers in altering consumer emotions	16
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	15
RETRACTED ARTICLE: Slow fashion branding: understanding what consumers value most	14
The effects of nostalgia marketing on consumers’ brand extension evaluation	14
Brand love: conceptual and empirical investigation of a holistic causal model	13
Brand attachment: a review and future research	13
Spurring and sustaining online consumer activism: the role of cause support and brand relationship in microlevel action frames	13
A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa	12
The external effect of international tourism on brand equity development process of multinational firms (MNFs)	11
Revisiting experiential marketing: a Delphi study	11
What makes a corporate heritage brand authentic for consumers? A semiotic approach	11
Correction to: The role of consumer‑based brand equity on the prolongation of trademarks	11

Managerial corporate brand orientation: explication, significance, and antecedents	11
How AI service quality influence brand loyalty: moderating effects of innovativeness, brand ethicality, and privacy concern	11
Stability or instability: the impact of brand concepts on logo design preferences	11
Mitigating the negative effect of intrabrand clustering: the role of interbrand clustering and firm size	10
We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty	10
How brand coolness influences customers’ willingness to co-create? The mediating effect of customer inspiration and the moderating effect of customer interaction	10
The impact of interpersonal traits (extraversion and agreeableness) on consumers’ self-brand connection and communal-brand connection with anthropomorphized brands	10
A counterinsurgent (COIN) framework to defend against consumer activists	9
Engaging through storytelling: the interplay of engagement with a story, cause, and charity	9
Conceptualising attitudes towards brand genuinuity: scale development and validation	9
Better or different? How mimicry by social groups shapes consumers’ preference for differentiated brands	9
The mediating role of perceived brand authenticity between brand experience and brand love: a cross-cultural perspective	9
Reinventing a brand’s identity: effect of name and logo announcements on the stock price of Indian banks	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	9