OOIR: Observatory of International Research

Papers

(The H4-Index of Journal of Product and Brand Management is 29. 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 2022-08-01 to 2026-08-01.)

Article	Citations
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	158
The lightning rod effect: salvation and damnation in polarised brands	94
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	89
Influence of firm innovativeness and recovery strategy on consumer brand attitudes under a double-standard crisis	87
Brand inclusivity in religion-based marketing: roles of religiosity and diversity appreciation	68
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	65
Once upon a game: boosting brand storytelling through gamification	62
Guest editorial: Interpretive approaches to branding	62
Innovative and sustainable product development: a comparative study of influencing factors in large enterprises vs SMEs	59
The interrelationship of family identities, personalities, and expressions on family winery websites	59
Unlocking the nexus of internal brand knowledge, psychological contract, and employee brand identification: implications for customer-centric excellence	58
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	54
The impact of brand transgression on consumer choice: the role of moral identity	54
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	54
How does linguistic distance affect the willingness of nonfan consumers to adopt word-of-mouth?	46
Mapping the sustainability branding field: emerging trends and future directions	44
As cute as a button: the effect of size on online product cuteness perception	44
How consumers respond when brands disclose using AI in creating social media content: examining brand personification and communication strategies	42
The impact of brand value co-creation on perceived CSR authenticity and brand equity	42
Stormy sales: the influence of weather expectations on FMCG consumption	41
Investigating brand-issue fit in corporate social advocacy from the perspective of expectancy violation	37
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation	35
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement	34
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	33
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes	31

How does the humorous community climate promote consumer engagement? The mediating role of social capital and the moderating role of heterogeneity	30
Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles	30
How consumer-brand interactions differ in the metaverse versus physical, social media, and Web environments	30
Consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior	29