OOIR: Observatory of International Research

Papers

(The median citation count of International Marketing Review is 4. 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
Understanding consumers' perceived credibility bias and reactions to online disclosures of transgressions by foreign vs domestic brands	93
Consumer response to the new normal: examining the role of anticipated recovery, smart governance and prosocial behavior in driving satisfaction	52
Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis	49
Consumer animosity and product perception: significance of perceived domestic alternatives during deglobalisation	39
Reconfiguring resource orchestration via social capital: a processual view of blockchain in supply chains	38
Network bricolage of international entrepreneurs for new market entry: a cross-national study of small biotech firms	28
Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China	27
Mind the gap: identifying the chasm between environmental awareness, attitudes and action in fast fashion consumption	27
Joint advertising: the impact of domestic, foreign, and global partners on cognitive fit	25
How can data-driven service innovation transform hybrid business offerings in global markets?	24
Systematic review of international marketing capabilities in dynamic capabilities view – calibrating research on international dynamic marketing capabilities	24
Small firms’ foreign market entry framework: rational and cognitive perspectives	24
Utilising machine learning to investigate actor engagement in the sharing economy from a cross-cultural perspective	22
Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization	22
International marketing strategies leveraging country-of-origin effects in luxury market: a systematic review and research agenda	22
Firm internationalization: does female board representation matter?	21
Spicing up export functions with Chutzpah – the context of market-driven and market-driving export orientations	21
International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic	20
Knowledge management, operational resilience and export performance: moderating roles of strategic flexibility and maturity of digital transformation in emerging markets	20
Understanding consumers' upward blame attribution, revenge and reconciliation toward multinational versus domestic brand scandals	20
Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective	19
AI storytelling for global consumers: does it improve luxury brand experience and what is the role of culture?	19
Decision-making in international marketing: past, present and future	18
Demand-side constraints affecting consumer attitudes toward digital short-term rental platforms across five European countries: a signaling theory perspective	18
“Buy local” campaigns in times of crisis: insights from reactance theory	17

The impact of innovation aspiration shortfall and CEO origin on emerging economy firms' international expansion: evidence from China	17
Exploring MNEs’ inter-organizational knowledge transfer processes for enhancing innovation capability	17
Guest editorial: Emerging challenges in international marketing knowledge management	16
The role of artificial intelligence capabilities in enhancing export performance: a study of ambidexterity and dynamic capabilities	16
Exploring the internationalization pathways of luxury SMEs: is there an asset of foreignness?	16
Deglobalization and the emergence of confederated communities	15
The paradoxes of generative AI-mediated acculturation	15
Social media and international business: views and conceptual framing	15
Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic	14
Navigating culture mixing: a framework for global brand legitimacy in an era of deglobalization	14
The adoption of non-fungible tokens (NFTs) in brand-customer interactions: engagement tool or hype?	14
Conceptualizing consumer resistance in global consumer culture: framework and research agenda	14
The dark side of companies’ digital transformation: the carbon footprint of online activities	14
The internationalization of digital platform firms: the platform-OLI (P-OLI) framework	13
The determinants of MNE foreign subsidiaries’ performance: a systematic literature review and future research agenda	13
Understanding SMEs’ internationalization through digital platforms: the role of knowledge sharing and consumer education	13
A bibliometric approach to the evolution of artificial intelligence in digital marketing	13
Unpacking the relationship between export coopetition activities and export sales performance	12
Founder CEOs and firms' foreign subsidiary ownership: Do non-CEO executives matter?	12
A longitudinal study of consumer animosity: the case of the US presidential elections	12
International servitization: theoretical roots, research gaps and implications	12
A vertical portfolio approach to BOP-led growth in emerging markets	12
How and when do exporters benefit from an international adaptation strategy? The moderating effect of formal and informal institutional distance	12
Negative and positive contamination in secondhand fashion consumption: does culture matter?	12
Emotions in family firms’ internationalisation: a review and suggestions for future research	12
How local dealers benefit from their international participation: evidence from Africa	12
Examining the marketing performance of the firms from an international dynamic marketing capability perspective: moderating role of marketing leadership team	11
Big-data AI analytics in value-chain innovation and international marketing strategy: insights from SMEs in cultural and creative industries	11
A meaning-making perspective on digital ridesharing platforms in underdeveloped markets	11
Decades of research on international performance of SMEs; where are we and what are the priorities for the next decade?	10
Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers	10
Does CEO IT knowledge matter for SME value? The mediating role of digital technologies	10
How emerging-market brands can overcome a weak country image	10
Platform success in the international marketplace: reconfiguring digital resources for marketing agility	10
New-normal Market Entry Mode for Pharmaceuticals: an Internet of Things (IoT) market entry framework stemming from COVID-19	10
The power of institutions on international marketing: reflections on the COVID-19 pandemic can inform international marketing activities	10
Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions	10
The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets	10
The “indie” premium: how independent firms create product value across cultures	10
Business hybrid offerings by manufacturing SMEs: impact of servitization on internationalization of manufacturing SMEs	10
Visual patterns and consumer purchase intention: a study in international social media marketing	9
Multi-stakeholder approach in MNEs’ product advertising: evolutionary paths of content and language	9
The role of online channel in influencing perceived firm size and brand authenticity in international marketing	9
Do racial stereotypes influence consumer judgment of athlete expertise? The role of explicit information	9
Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation	9
Brand disruption: exploring how migrants purchase brands compared to locals	9
Systematic literature review on the nexus of food waste, food loss and cultural background	9
CSR communication and international marketing: Insights from the COVID-19 pandemic	9
Consumer xenocentrism when domestic products are better	9
Rebranding after international acquisitions: challenges of legitimation in emerging and developed countries	9

Multi-route to influencer marketing effectiveness: a cross-cultural study of TikTok	8
Publisher’s Note	8
The effects of individual cultural values and social relationship motivations on electronic word-of-mouth (eWOM): mediation analysis approach	8
Consumers' brand attitudes in a deglobalized world: external threats boost attitudes toward local brands through emotional bonding	8
Supply chains and ecosystems for servitization: a systematic review and future research agenda	8
Price transparency in international retailing on digital platforms	8
Unveiling the potential of digital human avatars in modern marketing strategies	8
Institutional distance and location choice: an experimental approach to the perception puzzle	8
MNE innovation in the pursuit of SDGs in emerging markets	8
From vision to export success: examining how and when entrepreneurial leadership drives export innovativeness	8
Financial and non-financial factors for the success of hybrid offerings: evidence from multinational enterprises in an emerging market	8
Theological values and political ideology of upper echelon and international marketing strategy: a conceptual framework	7
The co-production trap: Sino-foreign co-productions weaken foreign movies’ appeal in China	7
Social media platforms use in startups’ international marketing strategies: a multiple case study	7
Digital transformation portrays a play or ploy for brands: exploring the impact of green gamification as a digital marketing strategy	7
Gamification as an innovation: a tool to improve organizational marketing performance and sustainability of international firms	7
Same, same but different! New service development in the context of emerging markets: a review	7
Evolution of country emotions and their impact on brand engagement among foreign residents	7
Opportunities for self-preferencing in international online marketplaces	7
How can companies boost legitimacy in international markets? A dynamic marketing capabilities approach	7
The effects of AI-generated advertisements on customer engagement and emotions based on Hofstede’s cultural dimensions: a study from the generation Z international optic	7
Linking green supply chain management and blockchain technology to green marketing and environmental performance: the mediating role of green technology innovation	7
Chatbot marketing efforts in the era of artificial intelligence: The moderating role of individualism	7
Understanding consumer impulse buying in live streaming commerce: a streamer communication style and consumer’s language literacy perspectives	6
Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions	6
Understanding customers’ intentions to use AI-enabled services in online fashion stores – a longitudinal study	6
Bringing culture into the picture: cross-cultural differences in online customer reviews	6
Exploring authenticity meanings in the global-local continuum: semiotic insights from the Måneskin case	6
Effects of ethnic and global identities on home country brand perceptions: an identity theory perspective	6
Multinational enterprises in global value chains using MCA approach: mapping the field and future research	6
How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness	5
Consumer xenocentrism: a systematic literature review	5
Insights and future directions in service design: a global perspective	5
Guest editorial: Systematic literature reviews in international marketing: from the past to the future and beyond	5
Antecedents and performance outcomes of exporters’ use of internet B2B platforms	5
Ready. Set. AI: a systematic literature review exploring AI antecedents in international marketing	5
Cross-border platforms’ coupling of artificial intelligence adoption and strategic agility for upgraded ESMEs’ global value chains: international marketing capability perspectives	5
Corrigendum: Theological values and political ideology of upper echelon and international marketing strategy: a conceptual framework	5
Strategies to overcome the liability of outsidership in geopolitical projects: the case of German firms in the Chinese belt and road initiative in Africa	5
SMEs' regional diversification: dynamic patterns and home market institutional determinants	5
When does export customer responsiveness strategy contribute to export market competitive advantage?	5
Cultural heritage branding in a deglobalized world: global brand resonance through local cultural events	5
Enter here, exit there: explaining symbiotic knowledge flows of international market entry, exit and re-entry insights among adjacent intellectual fields	5
Learning processes in early and rapid internationalization – a theoretical journey and future pathways	4
Managing disruptive external forces in international marketing	4
Digital marketing ecosystems and global market expansion: current state and future research agenda	4
Actors' facial similarity and its impact on US movies' box-office performance in East and South-East Asia	4
The paradox of consumer engagement in ultra-fast fashion consumption	4
Animosity, preference conflict and consumption context in an international crisis: a normative influence perspective	4
Actions speak, signals guide: ESG performance and firms' overseas R&D	4
How and when does digitalization influence export performance? A meta-analysis of its consequences and contingencies	4
Finding the sweet spot: effects of exporting on the relationship between R&D investment and NPD performance	4
Exploring and investigating the international marketing communication strategies of British digital SMEs: a signalling theory perspective	4
Measuring country of origin effects in online shopping implicitly: a discrete choice analysis approach	4