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 2022-05-01 to 2026-05-01.)

Article	Citations
Once upon a game: boosting brand storytelling through gamification	141
The interrelationship of family identities, personalities, and expressions on family winery websites	77
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	74
The impact of brand transgression on consumer choice: the role of moral identity	73
Influence of firm innovativeness and recovery strategy on consumer brand attitudes under a double-standard crisis	63
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	62
Unlocking the nexus of internal brand knowledge, psychological contract, and employee brand identification: implications for customer-centric excellence	58
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	57
Brand inclusivity in religion-based marketing: roles of religiosity and diversity appreciation	54
The lightning rod effect: salvation and damnation in polarised brands	54
Guest editorial: Interpretive approaches to branding	53
The impact of brand value co-creation on perceived CSR authenticity and brand equity	47
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	47
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	45
How does linguistic distance affect the willingness of nonfan consumers to adopt word-of-mouth?	44
As cute as a button: the effect of size on online product cuteness perception	41
The primacy of corporate brand trust for new market entrants	41
Mapping the sustainability branding field: emerging trends and future directions	39
Stormy sales: the influence of weather expectations on FMCG consumption	38
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	36
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes	36
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation	34
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	33
Conceptualizing nation branding: the systematic literature review	31

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	29
The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships	28
Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis	28
How consumer-brand interactions differ in the metaverse versus physical, social media, and Web environments	28