OOIR: Observatory of International Research

Papers

(The H4-Index of Journal of Product and Brand Management is 27. 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 2022-01-01 to 2026-01-01.)

Article	Citations
Brand inclusivity in religion-based marketing: roles of religiosity and diversity appreciation	124
Unlocking the nexus of internal brand knowledge, psychological contract, and employee brand identification: implications for customer-centric excellence	66
Influence of firm innovativeness and recovery strategy on consumer brand attitudes under a double-standard crisis	60
The interrelationship of family identities, personalities, and expressions on family winery websites	57
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	55
The lightning rod effect: salvation and damnation in polarised brands	53
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	53
Once upon a game: boosting brand storytelling through gamification	49
The impact of brand transgression on consumer choice: the role of moral identity	49
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	45
Mapping the sustainability branding field: emerging trends and future directions	40
The impact of brand value co-creation on perceived CSR authenticity and brand equity	39
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	39
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?	37
Stormy sales: the influence of weather expectations on FMCG consumption	37
As cute as a button: the effect of size on online product cuteness perception	37
Investigating brand-issue fit in corporate social advocacy from the perspective of expectancy violation	37
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement	33
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	33
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation	32
Conceptualizing nation branding: the systematic literature review	30
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes	29
Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles	29

We “like” to value the brand: a mixed-method study	28
Consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior	27