OOIR: Observatory of International Research

Papers

(The median citation count of Marketing Theory is 3. 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 2022-05-01 to 2026-05-01.)

Article	Citations
Introduction to the special section: Tribal marketing after Covid	45
Atmospheres of silence	40
Market mutton dressed as ÜberLamb: Diagnosing the commodification of self-overcoming	37
Nurturing an aesthetic tribe: Consuming and (re)producing ‘Quarantine Art’	28
Decolonizing consumer research: Re-thinking qualitative research methods with African immigrants	24
Church advertising and the marketization of religious hegemony	23
Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer	21
Food prosumption technologies: A symbiotic lens for a degrowth transition	21
Navigating spirituality in vegan fashion consumption: Purification and transgression tolerance	20
The unfolding of conceivable practice trajectories as market-making opportunities	19
Moral market compliance: How a logic of activism is used to ‘fem wash’ market violence against women in the user-generated pornography market	19
The cultural underpinnings of platformization: How social movement organizations helped form the category of the sharing economy	18
Advancing conceptual clarity in marketing science: Delineating process and systems perspectives on value co-creation	18
“Sometime in the future”—The technology entrepreneur as utopian market hero	16
Marketing-as-practice: A framework and research agenda for value-creating marketing activity	15
Money is no object: Money, cryptocurrency, fiction	15
‘Clap for “some” carers’: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers	13
Consuming in solitude: The co-creation of atmosphere	13
Running thoughts through music. A musical inflection of the sonic turn in consumer research	13
Mundane emotions: Losing yourself in boredom, time and technology	12
Revenants in the marketplace: A hauntology of retrocorporation	12
The temporal nature of place-making	12
The platformization of consumer culture: A theoretical framework	12
From flesh to food: Exploring consumers’ fluctuations in hysteresis	12
Timescapes of brand co-creation: A time-based multi-stakeholder place branding framework	11

Ontological (in)security in servicescapes: Consuming the Christmas market experience	11
How temporal orientations trigger, nurture and sustain deep engagement with consumption practices	11
Rethinking ‘marketing as applied economics’	11
Sensing privacy: Extending consumer privacy research through a consumer culture theory approach	10
Marketing (for) a post-growth future	10
(Re)conceptualising consumer interdependency of care: Persistent struggles with dependency and responsibility	10
Marketing objects as talking machines: The performative capacity of product packages	10
Marketing theory and critique	9
Liminal consumption within Nigerian wedding rituals: The interplay between bridal identity and liminal gatekeepers	8
A social capital framework to understand the particularities and power dynamics in city branding	8
Degrowth and the future of marketing	8
AI transforming B2C relationships and relational exchange theory	8
The dynamics of teleoaffective configuration in practice adaptation	8
Sacrifice and violence in the marketplace	8
DeGrowth and marketing: Their critical interdependence	8
Extricating the concept of linking value from its tribal gangue	8
Makeshifting matters: How consumer informal production reconfigures consumption practice	8
Bleak signs of our times: Descent into ‘Terminal Marketing’	7
Enhancing inclusion through a service infrastructure of kindness	7
The making of negative being: Religion, humiliation, and consumer vulnerability	7
Servicescape, standards, and the plus-size consumer subject	7
Taboo theorists: Karl Marx and marketing theory	7
Research contributions in interpretivist marketing and consumer research studies: A kaleidoscopic framework	6
Book Review: Influential machines: The rhetoric of computational performance MilesColeman, (2023) Influential Machines: The Rhetoric of Computational Performance, Columbia: University of South Carolin	6
Threshold atmospheres: Conjuring the affective in inflection	6
Liminal market-shaping: Management consultants and disruptive institutional work in public organizations	6
Positive luxury: A consumer-centric approach to bridging luxury and sustainability	6
Sycomorphism in city branding: The case of Amazon HQ2	6
Constructivist market studies: A short biography	6
Stayin’ alive? Reflections on navigating digital dependency	6
Can digital platforms support moralized markets? An analysis of affordances that matter to moralization	6
Flash ethnography: Dispatches from the field	6
When less is more: Exploring the role of silence in consumers’ identity work	5
Sustainable eco-systems, marketing and consumption: Perspectives from Marketing Theory	5
Theorizing goods and services as practices: How they interrelate and cocreate and codestroy value	5
Algorithmic personalization and brand loyalty: An experiential perspective	5
Marketing Theory Amid a Genocide	5
How consumer-initiated platforms shape family and consumption	5
Becoming the Black body: How (dis)comfort within affective atmospheres drives empowerment practices in Brazilian Black activism	5
Choice, calculation, and consumer empowerment	5
Ownership technologies	5
Absence and visioning in market shaping	5
Agencing the digitalised marketer: Exploring the boundary workers at the cross-road of (e)merging markets	5
The interplay between customers’ incidental and integral affects in value experience	5
Meaningful choice: Existential consumer theory	4
Embodied, embedded and educated: How everyday heroes strive to save lives during a pandemic	4
Old gods, new world: Theoretical advances in the marketization and the consumption of religion	4
Extending the life of objects and materials: Rasquache consumption for degrowth	4
Pandemic-driven consumer behaviour: A foraging exploration	4
Art and emplacement in Northern Ireland	4

Swap party, charity shop, or clothing dump? How consumer activists frame emergent object pathways to discipline their value outcomes	4
Expanding understanding of brand value co-creation on social media from an S-D logic perspective: Introducing structuration theory	4
The (army) hero with a thousand faces: A discourse-mythological approach to theorising archetypal blending in contemporary advertising	3
Twenty-five years of brand new thinking	3
How conspicuousness becomes productive on social media	3
The multiple logics of market-based governance: How the sharing economy platform Airbnb governs user conduct	3
Editorial: Troubled times demand heroes: Heroic marketing and marketing heroes	3
From heroism to martyrdom: Entrepreneurial identity work in alternative market movements	3
Transcending paradigmatic schisms and building ontological bridges: How Russ Belk’s “extended self” became canonical consumer research	3
Consumption networks in times of social distancing: Towards entrained solidarity	3
Spheres of resonance: How consumers contribute to atmosphere’s dynamics and plurality	3
Envisioning post-growth marketing: A dystopian-optimist’s guide	3
Exploring nuances of liminality: Unbridled, oriented, and restrained liminality in cultural rituals	3