OOIR: Observatory of International Research

Papers

(The median citation count of International Marketing Review is 5. 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 2021-09-01 to 2025-09-01.)

Article	Citations
Network bricolage of international entrepreneurs for new market entry: a cross-national study of small biotech firms	89
Mind the gap: identifying the chasm between environmental awareness, attitudes and action in fast fashion consumption	59
Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis	55
How international marketers make decisions: exploring approaches to learning and using heuristics	45
Joint advertising: the impact of domestic, foreign, and global partners on cognitive fit	41
Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China	35
Consumer response to the new normal: examining the role of anticipated recovery, smart governance and prosocial behavior in driving satisfaction	35
Firm internationalization: does female board representation matter?	35
Small firms’ foreign market entry framework: rational and cognitive perspectives	33
Systematic review of international marketing capabilities in dynamic capabilities view – calibrating research on international dynamic marketing capabilities	32
Utilising machine learning to investigate actor engagement in the sharing economy from a cross-cultural perspective	29
Luxury fashion retailers' localised marketing strategies in practice – evidence from China	29
Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization	26
Decision-making in international marketing: past, present and future	26
Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective	25
International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic	24
Understanding consumers' upward blame attribution, revenge and reconciliation toward multinational versus domestic brand scandals	24
“Buy local” campaigns in times of crisis: insights from reactance theory	24
The role of artificial intelligence capabilities in enhancing export performance: a study of ambidexterity and dynamic capabilities	23
The impact of innovation aspiration shortfall and CEO origin on emerging economy firms' international expansion: evidence from China	23
Understanding firm survival in a global crisis	23
Charting research on international luxury marketing: where are we now and where should we go next?	23
Guest editorial: Emerging challenges in international marketing knowledge management	21
Exploring the internationalization pathways of luxury SMEs: is there an asset of foreignness?	19
Social media and international business: views and conceptual framing	19

Conceptualizing consumer resistance in global consumer culture: framework and research agenda	19
A structured literature review on Big Data for customer relationship management (CRM): toward a future agenda in international marketing	19
How scarcity influences home country consumers' attitudes toward the firm engaging in cross-border philanthropy? The role of perceived distributive justice	19
Market knowledge acquisition and transfer in international SMEs: peculiarities, specifications and linkages to market success	19
The determinants of MNE foreign subsidiaries’ performance: a systematic literature review and future research agenda	19
Understanding SMEs’ internationalization through digital platforms: the role of knowledge sharing and consumer education	18
The adoption of non-fungible tokens (NFTs) in brand-customer interactions: engagement tool or hype?	17
A bibliometric approach to the evolution of artificial intelligence in digital marketing	17
Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic	17
Digital platforms and international performance of Italian SMEs: an exploitation-based overview	17
Luxury symbolism, self-congruity, self-affirmation and luxury consumption behavior: a comparison study of China and the US	16
Unpacking the relationship between export coopetition activities and export sales performance	16
The internationalization of digital platform firms: the platform-OLI (P-OLI) framework	15
Situational ethnicity and identity negotiation: “indifference” as an identity negotiation mechanism	15
Performance implication of exploration and exploitation in foreign markets: the role of marketing capability and operation flexibility	15
International servitization: theoretical roots, research gaps and implications	14
Negative and positive contamination in secondhand fashion consumption: does culture matter?	14
Examining the marketing performance of the firms from an international dynamic marketing capability perspective: moderating role of marketing leadership team	14
Big-data AI analytics in value-chain innovation and international marketing strategy: insights from SMEs in cultural and creative industries	14
Relationships among immigrant consumers' cultural orientation, innovativeness and opinion leadership	13
How local dealers benefit from their international participation: evidence from Africa	13
How and when do exporters benefit from an international adaptation strategy? The moderating effect of formal and informal institutional distance	13
Demystifying the evaluation of brands endorsed by religious leaders in the emerging markets	12
A meaning-making perspective on digital ridesharing platforms in underdeveloped markets	12
Emotions in family firms’ internationalisation: a review and suggestions for future research	12
The myth of the universal millennial: comparing millennials’ perceptions of luxury across six countries	12
Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions	11
Platform success in the international marketplace: reconfiguring digital resources for marketing agility	11
The power of institutions on international marketing: reflections on the COVID-19 pandemic can inform international marketing activities	11
The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets	11
How emerging-market brands can overcome a weak country image	11
Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers	11
Decades of research on international performance of SMEs; where are we and what are the priorities for the next decade?	11
Business hybrid offerings by manufacturing SMEs: impact of servitization on internationalization of manufacturing SMEs	11
The role of online channel in influencing perceived firm size and brand authenticity in international marketing	10
New-normal Market Entry Mode for Pharmaceuticals: an Internet of Things (IoT) market entry framework stemming from COVID-19	10
Rebranding after international acquisitions: challenges of legitimation in emerging and developed countries	10
The role of socio-psychological and personality antecedents in luxury consumption: a meta-analytic review	10
Consumer xenocentrism when domestic products are better	10
Systematic literature review on the nexus of food waste, food loss and cultural background	10
The “indie” premium: how independent firms create product value across cultures	10
How knowledge acquisition creates a competitive edge? A qualitative inquiry from international consultancy alliance	9
Do racial stereotypes influence consumer judgment of athlete expertise? The role of explicit information	9
Price transparency in international retailing on digital platforms	9
Supply chains and ecosystems for servitization: a systematic review and future research agenda	9
CSR communication and international marketing: Insights from the COVID-19 pandemic	9
Impact of knowledge sharing on employees' service quality: the moderating role of artificial intelligence	9
Multi-stakeholder approach in MNEs’ product advertising: evolutionary paths of content and language	9
Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation	9
Financial and non-financial factors for the success of hybrid offerings: evidence from multinational enterprises in an emerging market	9

Quiet versus loud luxury: the influence of overt and covert narcissism on young Chinese and US luxury consumers' preferences?	8
Unveiling the potential of digital human avatars in modern marketing strategies	8
Social media platforms use in startups’ international marketing strategies: a multiple case study	8
MNE innovation in the pursuit of SDGs in emerging markets	8
How can companies boost legitimacy in international markets? A dynamic marketing capabilities approach	8
Opportunities for self-preferencing in international online marketplaces	8
Digital tools and smart technologies in marketing: a thematic evolution	8
Publisher’s Note	8
Personality effects on WoM and eWoM susceptibilty – a cross-country perspective	8
Gamification as an innovation: a tool to improve organizational marketing performance and sustainability of international firms	8
Guest editorial	8
Institutional distance and location choice: an experimental approach to the perception puzzle	8
Digital transformation portrays a play or ploy for brands: exploring the impact of green gamification as a digital marketing strategy	7
Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions	7
Understanding customers’ intentions to use AI-enabled services in online fashion stores – a longitudinal study	7
Chatbot marketing efforts in the era of artificial intelligence: The moderating role of individualism	7
Bringing culture into the picture: cross-cultural differences in online customer reviews	7
Same, same but different! New service development in the context of emerging markets: a review	7
Exploring authenticity meanings in the global-local continuum: semiotic insights from the Måneskin case	7
SMEs' regional diversification: dynamic patterns and home market institutional determinants	6
When does export customer responsiveness strategy contribute to export market competitive advantage?	6
Effects of ethnic and global identities on home country brand perceptions: an identity theory perspective	6
Consumer xenocentrism: a systematic literature review	6
Antecedents and performance outcomes of exporters’ use of internet B2B platforms	6
Intellectual capital in nonprofit organizations: a focus on social capital as a marketing enabler	6
A global marketing logic: local stakeholders’ influence in diverse emerging markets	6
Testing the antecedents of customer knowledge sharing on social media: a quantitative analysis on Italian consumers	5
Animosity, preference conflict and consumption context in an international crisis: a normative influence perspective	5
How and when does digitalization influence export performance? A meta-analysis of its consequences and contingencies	5
Is brand globalness compatible with brand country-of-origin? An investigation of hybrid brand positioning strategies for emerging market brands	5
Cultural heritage branding in a deglobalized world: global brand resonance through local cultural events	5
Guest editorial: Systematic literature reviews in international marketing: from the past to the future and beyond	5
Wanderlust and local choices: unveiling digital nomads’ preference for local brands through emotion, countryphilia, and identity	5
How do foreign customers' perceptions of product-harm crises affect their transfer of capability- and character-based stigma?	5
How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness	5
Global consumer culture and national identity as drivers of materialism: an international study of convergence and divergence	5
Finding the sweet spot: effects of exporting on the relationship between R&D investment and NPD performance	5
The impact of luxury brand status signaling, extension authenticity and fit on luxury line extension evaluation: a cross-national study	5