OOIR: Observatory of International Research

Papers

(The H4-Index of Journal of Product and Brand Management is 28. 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 2021-06-01 to 2025-06-01.)

Article	Citations
Once upon a game: boosting brand storytelling through gamification	197
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	108
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	81
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	79
The interrelationship of family identities, personalities, and expressions on family winery websites	49
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	48
Enhancing brand loyalty through online brand communities: the role of community benefits	47
The impact of brand value co-creation on perceived CSR authenticity and brand equity	47
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	47
The primacy of corporate brand trust for new market entrants	41
Mapping the sustainability branding field: emerging trends and future directions	40
As cute as a button: the effect of size on online product cuteness perception	40
Developing and testing a typology of brand benefit differentiation	39
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes	37
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement	37
Stormy sales: the influence of weather expectations on FMCG consumption	37
Investigating brand-issue fit in corporate social advocacy from the perspective of expectancy violation	34
Conceptualizing nation branding: the systematic literature review	33
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation	32
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	32
Congruency or incongruency: a theoretical framework and opportunities for future research avenues	32
Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles	31
Consumer and brand value formation, value creation and co-creation in social media brand communities	31
How does the humorous community climate promote consumer engagement? The mediating role of social capital and the moderating role of heterogeneity	31
The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity	30

Guest editorial: 30 years of brand relationship research	29
Is it love or just like? Generation Z’s brand relationship with luxury	28
Driving channel integration perception in omnichannel environments: the role of touchpoints	28