OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Brand Management is 13. 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 2022-08-01 to 2026-08-01.)

Article	Citations
The dark side of conscientious branding: exploring the interplay between moral failures and organizational resilience	81
Trendy brands: what makes a brand perceived as trendy	59
The brand activism paradox: a recursive loop of risk and resolution	37
Welcome, new brand colleague! A conceptual framework for efficient and effective human–AI co-creation for creative brand voice	35
A counterinsurgent (COIN) framework to defend against consumer activists	33
Conscientious corporate brands: the roles of organisational purpose, organisational culture, brand authenticity and corporate social responsibility	33
We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty	33
How rarity and exclusivity influence types of perceived value for luxury	32
Brand heritage across cultures: U.S.A., France and South Korea	29
Addressing the eco-gender gap in men through power and sustainability self-efficacy	28
Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands	28
The influence of brand trust on firm financial performance and risk metrics	28
When and why does brand popularity lose the battle? The role of identity threat and brand hate in a cross-country setting	27
Brand equity and corporate social irresponsibility: evidence from an emerging market	27
Victims: the missing piece in stakeholder-focused brand management puzzles	27
Brand authenticity and consumers’ willingness to pay a premium price (WPP): The mediating role of brand identification	23
Effects of brand management culture on employee behaviors: the mediating roles of brand identification and perceived organizational performance	22
The resilient grass in the storm: brand resilience in uncertain contexts	21
The presence of the omni-temporal: theoretical foundations of (corporate) brand heritage design	21
Building brand meaning in social entrepreneurship organizations: the social impact brand model	21
Holistic augmented reality brand equity (HARBE) model: building customer-based brand equity through augmented reality	20
Correction to: Conscientious corporate brands: the roles of organisational purpose, organisational culture, brand authenticity and corporate social responsibility	19
Would luxury brands benefit from empowering consumers in product decision-making?	19
Sticks and stones: how resistance to negative information helps strong brands thrive	19
Exploring the effect of incidental priming when measuring trademark genericism	19

Media coverage and band equity: evidence from China with institutional moderators	19
The impact of live chat, streamer presence, and suspense on brand recognition in social live streaming services	19
Branding: too often overlooked in disruptive innovation and social purpose arenas	18
Authenticity or opportunism: consumers’ perception of brand activism practices and the mediating role of consumer-brand identification	18
Brand stigmatization: how do new brand users influence original brand users?	17
User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement	17
Engaging through storytelling: the interplay of engagement with a story, cause, and charity	17
The power of traditional culture: elevating brands through traditional cultural concepts in advertising	17
The brand manager as practical author. An empirical study of the co-creation of a CSR-based brand	15
Using value co-creation behavior as a mediator to explore the influence of virtual tourism community characteristics on destination brand equity	15
Measuring social media customer engagement with brands based on information entropy: an application case of luxury brand	15
Brand passion: a systematic review and future research agenda	14
Influence of celebrity endorsement on brand equity: the roles of credibility and brand identification	14
‘Why Do It?’ Revoicing an iconic brand for an anxious generation	14
Impacts of design aesthetics, brand equity, and trust on electric vehicle purchase intention: an empirical study	13
The effect of self-congruity and perceived sustainable actions in luxury branding	13
The impact of situational logo design on perceived brand adaptability and attitudes toward older brands	13
A proposed brand architecture model for UK fashion brands	13
AI service impacts on brand image and customer equity: empirical evidence from China	13