OOIR: Observatory of International Research

Papers

(The median citation count of Marketing Theory is 2. 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 2022-06-01 to 2026-06-01.)

Article	Citations
Decolonizing consumer research: Re-thinking qualitative research methods with African immigrants	43
Atmospheres of silence	28
Church advertising and the marketization of religious hegemony	24
Nurturing an aesthetic tribe: Consuming and (re)producing ‘Quarantine Art’	23
Introduction to the special section: Tribal marketing after Covid	22
Food prosumption technologies: A symbiotic lens for a degrowth transition	22
Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer	20
Navigating spirituality in vegan fashion consumption: Purification and transgression tolerance	20
Market mutton dressed as ÜberLamb: Diagnosing the commodification of self-overcoming	20
Moral market compliance: How a logic of activism is used to ‘fem wash’ market violence against women in the user-generated pornography market	20
The cultural underpinnings of platformization: How social movement organizations helped form the category of the sharing economy	17
Advancing conceptual clarity in marketing science: Delineating process and systems perspectives on value co-creation	15
The unfolding of conceivable practice trajectories as market-making opportunities	15
Consuming in solitude: The co-creation of atmosphere	13
“Sometime in the future”—The technology entrepreneur as utopian market hero	13
Running thoughts through music. A musical inflection of the sonic turn in consumer research	13
‘Clap for “some” carers’: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers	13
Marketing-as-practice: A framework and research agenda for value-creating marketing activity	13
Revenants in the marketplace: A hauntology of retrocorporation	12
The platformization of consumer culture: A theoretical framework	12
From flesh to food: Exploring consumers’ fluctuations in hysteresis	12
Money is no object: Money, cryptocurrency, fiction	12
Inclusion by exclusion: Contextualizing the context of Black Joy	12
The temporal nature of place-making	11
Mundane emotions: Losing yourself in boredom, time and technology	11

How temporal orientations trigger, nurture and sustain deep engagement with consumption practices	10
Sensing privacy: Extending consumer privacy research through a consumer culture theory approach	10
(Re)conceptualising consumer interdependency of care: Persistent struggles with dependency and responsibility	9
Marketing objects as talking machines: The performative capacity of product packages	9
Timescapes of brand co-creation: A time-based multi-stakeholder place branding framework	9
Ontological (in)security in servicescapes: Consuming the Christmas market experience	8
AI transforming B2C relationships and relational exchange theory	8
Rethinking ‘marketing as applied economics’	8
Marketing (for) a post-growth future	8
Liminal consumption within Nigerian wedding rituals: The interplay between bridal identity and liminal gatekeepers	8
Value is in the eye of the beholder – but what if the beholder has no eye? RekettyeGáborLiuJonathanDanyiPál. Value is in the Eye of the Beholder – but What if the Beholder has No Eye?. Palgrave Macmil	8
How low-income consumers negotiate intended egalitarian practices in the marketplace	8
DeGrowth and marketing: Their critical interdependence	7
The dynamics of teleoaffective configuration in practice adaptation	7
A social capital framework to understand the particularities and power dynamics in city branding	7
Marketing theory and critique	7
Extricating the concept of linking value from its tribal gangue	7
Makeshifting matters: How consumer informal production reconfigures consumption practice	7
Enhancing inclusion through a service infrastructure of kindness	6
Liminal market-shaping: Management consultants and disruptive institutional work in public organizations	6
Stayin’ alive? Reflections on navigating digital dependency	6
Servicescape, standards, and the plus-size consumer subject	6
Degrowth and the future of marketing	6
Positive luxury: A consumer-centric approach to bridging luxury and sustainability	6
Sacrifice and violence in the marketplace	6
Research contributions in interpretivist marketing and consumer research studies: A kaleidoscopic framework	6
Constructivist market studies: A short biography	6
The making of negative being: Religion, humiliation, and consumer vulnerability	5
Threshold atmospheres: Conjuring the affective in inflection	5
Sycomorphism in city branding: The case of Amazon HQ2	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
Taboo theorists: Karl Marx and marketing theory	5
Can digital platforms support moralized markets? An analysis of affordances that matter to moralization	5
Introducing place branding as valuation: The case of Limerick’s bid to become European Capital of Culture	5
Ownership technologies	5
Becoming the Black body: How (dis)comfort within affective atmospheres drives empowerment practices in Brazilian Black activism	5
Flash ethnography: Dispatches from the field	5
Book Review: Influential machines: The rhetoric of computational performance MilesColeman, (2023) Influential Machines: The Rhetoric of Computational Performance, Columbia: University of South Carolin	5
Choice, calculation, and consumer empowerment	5
When less is more: Exploring the role of silence in consumers’ identity work	5
Algorithmic personalization and brand loyalty: An experiential perspective	5
How consumer-initiated platforms shape family and consumption	4
Meaningful choice: Existential consumer theory	4
Marketing Theory Amid a Genocide	4
Extending the life of objects and materials: Rasquache consumption for degrowth	4
Theorizing goods and services as practices: How they interrelate and cocreate and codestroy value	4
Sustainable eco-systems, marketing and consumption: Perspectives from Marketing Theory	4
Art and emplacement in Northern Ireland	3
Pandemic-driven consumer behaviour: A foraging exploration	3

Editorial: Troubled times demand heroes: Heroic marketing and marketing heroes	3
Twenty-five years of brand new thinking	3
Place, space, and Marketing Theory	3
Swap party, charity shop, or clothing dump? How consumer activists frame emergent object pathways to discipline their value outcomes	3
Old gods, new world: Theoretical advances in the marketization and the consumption of religion	3
From heroism to martyrdom: Entrepreneurial identity work in alternative market movements	3
Embodied, embedded and educated: How everyday heroes strive to save lives during a pandemic	3
Expanding understanding of brand value co-creation on social media from an S-D logic perspective: Introducing structuration theory	3
Spheres of resonance: How consumers contribute to atmosphere’s dynamics and plurality	3
Romance in times of crisis: Contingent social synchronization in accelerated love markets	2
Transcending paradigmatic schisms and building ontological bridges: How Russ Belk’s “extended self” became canonical consumer research	2
How conspicuousness becomes productive on social media	2
Marketing and the theatre of the absurd	2
Consumer resistance and the coming post-neoliberal order	2
Exploring nuances of liminality: Unbridled, oriented, and restrained liminality in cultural rituals	2
Envisioning post-growth marketing: A dystopian-optimist’s guide	2
The multiple logics of market-based governance: How the sharing economy platform Airbnb governs user conduct	2
Embracing the potential of ambiguous place brands: Illustrations from the Wild Atlantic Way	2
Justificative conformity in ontologically ring-fenced fields: Problematizing the scholarly nomenclature in qualitative studies	2
The (army) hero with a thousand faces: A discourse-mythological approach to theorising archetypal blending in contemporary advertising	2
Consumption networks in times of social distancing: Towards entrained solidarity	2
The even darker side of gift-giving: Understanding sustained exploitation in family consumption system	2