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 2021-05-01 to 2025-05-01.)

Article	Citations
Once upon a game: boosting brand storytelling through gamification	187
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	103
The interrelationship of family identities, personalities, and expressions on family winery websites	73
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	73
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	48
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	46
Enhancing brand loyalty through online brand communities: the role of community benefits	45
As cute as a button: the effect of size on online product cuteness perception	42
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	42
The impact of brand value co-creation on perceived CSR authenticity and brand equity	40
The primacy of corporate brand trust for new market entrants	40
Mapping the sustainability branding field: emerging trends and future directions	38
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes	36
Conceptualizing nation branding: the systematic literature review	36
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation	36
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	35
Developing and testing a typology of brand benefit differentiation	35
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement	32
Stormy sales: the influence of weather expectations on FMCG consumption	32
Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles	31
Guest editorial: 30 years of brand relationship research	31
Congruency or incongruency: a theoretical framework and opportunities for future research avenues	31
The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships	30
Service brand avoidance in business-to-business relationships	30
We “like” to value the brand: a mixed-method study	29

“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context	28
Is it love or just like? Generation Z’s brand relationship with luxury	28