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 2022-08-01 to 2026-08-01.)

Article	Citations
Decolonizing consumer research: Re-thinking qualitative research methods with African immigrants	50
Church advertising and the marketization of religious hegemony	29
Nurturing an aesthetic tribe: Consuming and (re)producing ‘Quarantine Art’	28
Introduction to the special section: Tribal marketing after Covid	25
Market mutton dressed as ÜberLamb: Diagnosing the commodification of self-overcoming	24
Atmospheres of silence	22
Moral market compliance: How a logic of activism is used to ‘fem wash’ market violence against women in the user-generated pornography market	21
Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer	21
The cultural underpinnings of platformization: How social movement organizations helped form the category of the sharing economy	21
Food prosumption technologies: A symbiotic lens for a degrowth transition	21
The unfolding of conceivable practice trajectories as market-making opportunities	17
“Sometime in the future”—The technology entrepreneur as utopian market hero	16
Advancing conceptual clarity in marketing science: Delineating process and systems perspectives on value co-creation	16
Navigating spirituality in vegan fashion consumption: Purification and transgression tolerance	16
Running thoughts through music. A musical inflection of the sonic turn in consumer research	15
Inclusion by exclusion: Contextualizing the context of Black Joy	15
Marketing-as-practice: A framework and research agenda for value-creating marketing activity	15
‘Clap for “some” carers’: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers	14
From flesh to food: Exploring consumers’ fluctuations in hysteresis	13
Consuming in solitude: The co-creation of atmosphere	13
Money is no object: Money, cryptocurrency, fiction	13
The platformization of consumer culture: A theoretical framework	13
Revenants in the marketplace: A hauntology of retrocorporation	12
Commentary on feminist research in marketing and consumer behaviour	12
How temporal orientations trigger, nurture and sustain deep engagement with consumption practices	11

The temporal nature of place-making	11
Sensing privacy: Extending consumer privacy research through a consumer culture theory approach	11
Marketing objects as talking machines: The performative capacity of product packages	11
Mundane emotions: Losing yourself in boredom, time and technology	11
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	10
How low-income consumers negotiate intended egalitarian practices in the marketplace	10
Marketing (for) a post-growth future	10
(Re)conceptualising consumer interdependency of care: Persistent struggles with dependency and responsibility	10
Timescapes of brand co-creation: A time-based multi-stakeholder place branding framework	10
Ontological (in)security in servicescapes: Consuming the Christmas market experience	10
Marketing theory and critique	9
Makeshifting matters: How consumer informal production reconfigures consumption practice	9
Liminal consumption within Nigerian wedding rituals: The interplay between bridal identity and liminal gatekeepers	9
The dynamics of teleoaffective configuration in practice adaptation	8
A social capital framework to understand the particularities and power dynamics in city branding	7
Extricating the concept of linking value from its tribal gangue	7
Servicescape, standards, and the plus-size consumer subject	7
DeGrowth and marketing: Their critical interdependence	7
Degrowth and the future of marketing	7
AI transforming B2C relationships and relational exchange theory	7
Enhancing inclusion through a service infrastructure of kindness	7
Taboo theorists: Karl Marx and marketing theory	6
Positive luxury: A consumer-centric approach to bridging luxury and sustainability	6
Liminal market-shaping: Management consultants and disruptive institutional work in public organizations	6
Research contributions in interpretivist marketing and consumer research studies: A kaleidoscopic framework	6
We, herself, and I: Using pronoun-poetry in qualitative research to generate original consumer insights	6
Constructivist market studies: A short biography	6
The making of negative being: Religion, humiliation, and consumer vulnerability	6
Sustainable eco-systems, marketing and consumption: Perspectives from Marketing Theory	5
Introducing place branding as valuation: The case of Limerick’s bid to become European Capital of Culture	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
Absence and visioning in market shaping	5
A tale of two markets: Exploring the spatiality of market controversies	5
Choice, calculation, and consumer empowerment	5
Neutrality as complicity in our “critical” journals: A reflection on management and business publishing through the lens of selective silence on the genocide in Palestine	5
Threshold atmospheres: Conjuring the affective in inflection	5
Decolonialism and marketing theory	5
When less is more: Exploring the role of silence in consumers’ identity work	5
Theorizing goods and services as practices: How they interrelate and cocreate and codestroy value	5
Stayin’ alive? Reflections on navigating digital dependency	5
Can digital platforms support moralized markets? An analysis of affordances that matter to moralization	5
Algorithmic personalization and brand loyalty: An experiential perspective	5
Ownership technologies	5
Market system dynamics: Moral, ontological, and posthuman stakes	4
How consumer-initiated platforms shape family and consumption	4
Marketing Theory Amid a Genocide	4
Embodied, embedded and educated: How everyday heroes strive to save lives during a pandemic	4
Becoming the Black body: How (dis)comfort within affective atmospheres drives empowerment practices in Brazilian Black activism	4
Agencing the digitalised marketer: Exploring the boundary workers at the cross-road of (e)merging markets	4

Extending the life of objects and materials: Rasquache consumption for degrowth	4
Pandemic-driven consumer behaviour: A foraging exploration	4
‘Landgrabbing’ as a technology of market governance: Revealing and resisting spatio-temporal hegemony in digital markets	4
Meaningful choice: Existential consumer theory	4
Art and emplacement in Northern Ireland	4
Place, space, and Marketing Theory	4
Spheres of resonance: How consumers contribute to atmosphere’s dynamics and plurality	3
Twenty-five years of brand new thinking	3
Expanding understanding of brand value co-creation on social media from an S-D logic perspective: Introducing structuration theory	3
Editorial: Troubled times demand heroes: Heroic marketing and marketing heroes	3
The multiple logics of market-based governance: How the sharing economy platform Airbnb governs user conduct	3
Swap party, charity shop, or clothing dump? How consumer activists frame emergent object pathways to discipline their value outcomes	3
The (army) hero with a thousand faces: A discourse-mythological approach to theorising archetypal blending in contemporary advertising	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