OOIR: Observatory of International Research

Papers

(The TQCC of Journal of the Academy of Marketing Science is 17. 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 2022-07-01 to 2026-07-01.)

Article	Citations
Unintended consequences of selling B2B digital subscription add-ons for customer onboarding	355
How has the effect of brand personality on customer-based brand equity changed over time? Longitudinal evidence from a panel data set spanning 18 years	337
Brand warmth elicits feedback, not complaints	200
Uncertainty marketing tactics: An overview and a unifying framework	151
Navigating post-crowdfunding commercialization: Launch decision, market sales, and product survival	128
“Coopetition” in the presence of team and individual incentives: Evidence from the advice network of a sales organization	122
Freedom or control? Liberals’ versus conservatives’ responses to frontline employee behavioral control policies	102
Hideous but worth it: Distinctive ugliness as a signal of luxury	83
Mindful consumption: Its conception, measurement, and implications	78
The attenuation effects of time and “sensemaking” surveys on customer revenge	76
Multichannel discount spillover in B2B markets	74
The robo bias in conversational reviews: How the solicitation medium anthropomorphism affects product rating valence and review helpfulness	72
“We could be heroes”: Reflections on reimagining marketing strategies for a better world	69
Bibliometric reviews—some guidelines	61
Shifting perspectives: How communicating user innovations’ self-focus enhances adoption	60
How universities can use social media for student acquisition	55
Customer experience orientation: Conceptual model, propositions, and research directions	53
Chief marketing officer pay: The revenue growth consequences of employing internal and external benchmarks	49
The future of digital technologies in marketing: A conceptual framework and an overview	46
The visual moderation effect: How the representation of loyalty reward progress affects consumer judgments and behaviors	45
Examining post-purchase consumer responses to product automation	44
Stick to my guns: The impact of crowding on consumers’ responsiveness to sale promotions	44
Correction: How within-person research can extend marketing knowledge	41
To quote or not to quote: The effect of direct-speech appeals on donation in charity crowdfunding platforms	39
Cooperation: An enduring theory of relationship marketing	39

The paradox of product scarcity: Catalyzing the speed of innovation diffusion	39
Introducing the ARTS framework: A tool for constructive re-inquiry	39
Investigating the disruptiveness of the sharing economy at the individual consumer level: How consumer reflexivity drives re-engagement in sharing	38
Dealing with regression models’ endogeneity by means of an adjusted estimator for the Gaussian copula approach	38
Marketing inputs and outcome heterogeneity: Using a quantile regression framework in the entertainment industry	37
Effects of sampling healthy versus unhealthy foods on subsequent food purchases	36
The impact of analyst stock recommendations on firms’ relative exploration orientation	36
Marketing capability and the turnaround of financially distressed firms	34
When and how simplified nutrition labels improve fast-food choices	31
Drivers and outcomes of smallholder market participation in Sub-Saharan Africa	30
Beyond buying: Extending the concept of acquisition in consumption	30
How can businesses enhance customer resistance to brand switching?	30
Shifting focus in the fight against core environmental challenges	28
Engaging customers and suppliers for environmental sustainability: Investigating the drivers and the effects on firm performance	28
Revitalizing educational institutions through customer focus	27
The food production–consumption chain: Fighting food insecurity, loss, and waste with technology	27
A taxonomy of marketing organizations	27
Expressions of customer rumination in online posts and firm responses	26
Practice co-evolution: Collaboratively embedding artificial intelligence in retail practices	26
Showcase the smiles or the tears? How elicited perspectives determine optimal charity appeal content	25
Utilizing managerial beliefs for set identification of price elasticities of demand	24
The effect of second screening on repeat viewing: Insights from large-scale mobile diary data	24
On the strategic use of product scarcity in marketing	23
Effects of gifting on relationship performance: Strategies for avoiding suspicion and unfairness perceptions	23
Generative AI in innovation and marketing processes: A roadmap of research opportunities	23
Influencer marketing effectiveness: A meta-analytic review	22
Correction: Addressing grand challenges through the bottom-up marketing approach: Lessons from subsistence marketplaces and marketplace literacy	22
The accessor effect: How (and for whom) renters’ lack of perceived brand commitment dilutes brand image	22
Where did you receive the free sample? Sustained impact of new product sample distribution on customer purchase journey	21
The bad-influencer effect: Indulgence undermines social connection	21
Standards for scale development in marketing: Elevating the role of theory	21
Strategies in the silver economy: A framework and a research agenda	20
When feeling powerless, we crave nostalgia: The impact of powerlessness on the preference for nostalgic products	18
What’s not to like? Negations in brand messages increase consumer engagement	18
Women’s underrepresentation in business-to-business sales: Reasons, contingencies, and solutions	18
Achieving social and economic sustainability through innovations in transformative services: A case of healthcare organizations in an emerging market	17
Direct and spillover promotional effects on drug prescriptions: Comparing differential physician- vs. patient-focused promotional effects	17
Possessions and the extended and incorporated self	17
Price incentives and channel cooperation	17