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 2020-05-01 to 2024-05-01.)

Article	Citations
Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management	59
Internal branding: conceptualization from a literature review and opportunities for future research	37
Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude	36
Social media brand engagement in the context of collaborative consumption: the case of AIRBNB	35
The impact of relational drivers on customer brand engagement and brand outcomes	35
The influence of brand experiences on consumer-based brand equity	32
Social capital and consumer happiness: toward an alternative explanation of consumer-brand identification	31
The impact of value perceptions on purchase intention of sustainable luxury brands in China and the UK	30
The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric	30
It’s all about the brand: place brand credibility, place attachment, and consumer loyalty	28
Brands as activists: The Oatly case	26
Brand love: conceptual and empirical investigation of a holistic causal model	26
The real purpose of purpose-driven branding: consumer empowerment and social transformations	25
A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa	24
Brand attachment: a review and future research	23
Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand?	23
Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect	22
A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults	21
Self-construal on brand fan pages: the mediating effect of para-social interaction and consumer engagement on brand loyalty	19
Arctic narratives: brewing a brand with neolocalism	18
Human-like versus me-like brands in corporate social responsibility: the effectiveness of brand anthropomorphism on social perceptions and buying pleasure of brands	16
Mitigating negative spillover effects in a product-harm crisis: strategies for market leaders versus market challengers	16
From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger	15
Evolution of luxury marketing landscape: a bibliometric analysis and future directions	15
Understanding the social consumer fashion brand engagement journey: insights about reputed fashion brands	14

My brand identity lies in the brand name: personified suggestive brand names	13
What makes a corporate heritage brand authentic for consumers? A semiotic approach	13
Human values as added value(s) in consumer brand congruence: a comparison with traits and functional requirements	13
Impact of customer-based corporate reputation on customer engagement behaviors: customer identification and brand love as mediators and industry type as a moderator	12
Omnichannel retailer brand experience: conceptualisation and proposal of a comprehensive scale	12
Cocreated brand value: theoretical model and propositions	12
What can be done to address luxury counterfeiting? An integrative review of tactics and strategies	12
Exploring brand purpose dimensions for non-profit organizations	11
Influencer-brand fit and brand dilution in China’s luxury market: the moderating role of self-concept clarity	11
Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity	11
The role of storytelling in the creation of brand love: the PANDORA case	11
Counterfeit luxury consumption strategies in a collectivistic culture: the case of China	10
The personal influence of Instagram bloggers on consumer–brand interactions: brands as tribal artifacts	10
Synergistic effect of matching corporate and product brand images on purchase intentions: Comparing the importance of functional and emotional value	10
Social media brand posts and customer engagement	10
Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust	10