OOIR: Observatory of International Research

Papers

(The H4-Index of Journal of Product and Brand Management is 26. 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
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	125
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	100
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	56
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	54
Enhancing brand loyalty through online brand communities: the role of community benefits	52
The interrelationship of family identities, personalities, and expressions on family winery websites	52
The impact of brand transgression on consumer choice: the role of moral	50
Once upon a game: boosting brand storytelling through gamification	46
As cute as a button: the effect of size on online product cuteness perception	41
Brand inclusivity in religion-based marketing: roles of religiosity and diversity appreciation	41
Mapping the sustainability branding field: emerging trends and future directions	40
The primacy of corporate brand trust for new market entrants	39
How does linguistic distance affect the willingness of nonfan consumers to adopt word-of-mouth?	39
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	38
The impact of brand value co-creation on perceived CSR authenticity and brand equity	37
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation	37
Investigating brand-issue fit in corporate social advocacy from the perspective of expectancy violation	33
Stormy sales: the influence of weather expectations on FMCG consumption	32
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement	32
Conceptualizing nation branding: the systematic literature review	32
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes	32
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	31
How does the humorous community climate promote consumer engagement? The mediating role of social capital and the moderating role of heterogeneity	30
Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis	29
We “like” to value the brand: a mixed-method study	27

Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles	27
Driving channel integration perception in omnichannel environments: the role of touchpoints	26
Guest editorial: 30 years of brand relationship research	26