OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Product and Brand Management is 5. 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 2020-11-01 to 2024-11-01.)

Article	Citations
Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts	115
Fifteen years of customer engagement research: a bibliometric and network analysis	84
I can’t stop hating you: an anti-brand-community perspective on apple brand hate	58
Do brand relationships on social media motivate young consumers’ value co-creation and willingness to pay? The role of brand love	45
Sociopolitical activist brands	45
“Fight or flight”: coping responses to brand hate	45
The effects of consumer esports videogame engagement on consumption behaviors	42
The relationship of brand attachment and mobile banking service quality with positive word-of-mouth	39
Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward	35
Customers’ self-image congruity and brand preference: a moderated mediation model of self-brand connection and self-motivation	32
Employees as influencers: measuring employee brand equity in a social media age	32
New luxury: defining and evaluating emerging luxury trends through the lenses of consumption and personal values	32
Investigating brand community engagement and evangelistic tendencies on social media	32
Employer and internal branding research: a bibliometric analysis of 25 years	31
Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm	29
Brand management and cocreation lessons from tourism and hospitality: introduction to the special issue	29
Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions	28
Is it love or just like? Generation Z’s brand relationship with luxury	26
Effects of brand feedback to negative eWOM on brand love/hate: an expectancy violation approach	26
Green brand communication, brand prominence and self–brand connection	26
Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions	26
How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness	25
“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context	25
Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence	24
Conspicuous consumption of luxury experiences: an experimental investigation of status perceptions on social media	24

Congruency or incongruency: a theoretical framework and opportunities for future research avenues	23
The effect of perceived scarcity on strengthening the attitude–behavior relation for sustainable luxury products	23
The experience – economy revisited: an interdisciplinary perspective and research agenda	23
Effects of transparent brand communication on perceived brand authenticity and consumer responses	22
Thirty years of product and brand management research: a retrospective review of the Journal of Product and Brand Management using bibliometric analysis	22
Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model	22
Social media influencer (SMI) as a human brand – a need fulfillment perspective	21
The effect of corporate political advocacy on brand perception: an event study analysis	20
# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information	20
Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment	20
Models for brand relationships	20
Building brands through internal stakeholder engagement and co-creation	19
The role of brand personality in the formation of consumer affect and self-brand connection	19
Is brand love materialistic?	18
Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities	18
Consumer attitudes and purchase intentions towards internet celebrity self-brands: an integrated view of congruence, brand authenticity and internet celebrity involvement	18
The role of leadership and communication in internal city branding	17
The impact of perceived brand interactivity on customer purchases. The mediating role of perceived brand fairness and the moderating role of brand involvement	17
Employee-generated content: the role of perceived brand citizenship behavior and expertise on consumer behaviors	17
Constructing generational identity through counterfeit luxury consumption	16
Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers	16
Social media influencers’ community and content strategy and follower engagement behavior in the presence of competition: an Instagram-based investigation	16
Conceptualizing nation branding: the systematic literature review	16
What to say and what to do: the determinants of corporate hypocrisy and its negative consequences for the customer–brand relationship	16
In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions	16
What matters most to ultra-high-net-worth individuals? Exploring the UHNWI luxury customer experience (ULCX)	15
Branding’s academic–practitioner gap: managers’ views	15
How isolation leads to purchasing luxury brands: the moderating effects of COVID-19 anxiety and social capital	15
Do consumer values and perceived readiness impact secondhand luxury consumption? A goal-framing theory approach	15
Visually communicating brand heritage on social media: champagne on Instagram	15
Benefit appeals and perceived corporate hypocrisy: implications for the CSR performance of fast fashion brands	15
The impact of COVID-19 on online product reviews	14
Impacts of crisis emotions on negative word-of-mouth and behavioural intention: evidence from a milk crisis	14
Effectiveness of corporate social responsibility activities in the COVID-19 pandemic	14
Assessing levers of guilt in luxury consumption: an international perspective	14
To disclose or not disclose, is no longer the question – effect of AI-disclosed brand voice on brand authenticity and attitude	14
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	14
Does perceived risk influence the intention to purchase second-hand clothing? A multigroup analysis of SHC consumers versus non-SHC consumers	13
Guest editorial: a roadmap and future research agenda for luxury marketing and branding research	13
Relationship between integrated communication effectiveness and employee-based brand equity – mediating role of psychological contract fulfillment	13
Femvertising practices on social media: a comparison of luxury and non-luxury brands	13
Non-sponsored brand-related user-generated content: effects and mechanisms of consumer engagement	13
Redefining brand hijacking from a non-collaborative brand co-creation perspective	12
Introducing bi-directional participatory place branding: a theoretical model with multi-stakeholder perspectives	12
Exploring consumers’ attitude formation toward their own brands when in crisis: cross-national comparisons between USA and China	12
The effect of materialism and impression management purchase motivation on purchase intention for luxury athleisure products: the moderating effect of sustainability	11
Enhancing brand loyalty through online brand communities: the role of community benefits	11
Transmission of negative brand-relevant content on social media	11
Small sounds, big impact: sonic logos and their effect on consumer attitudes, emotions, brands and advertising placement	11
The effects of a Disney masstige brand collaboration on perceptions of brand luxury: vertical versus horizontal product line extension strategies	10

City brand love: modelling and resident heterogeneity analysis	10
Negative spillover of moral irresponsibility into anti-brand behaviors: the role of moral emotion and disengagement in ethical and social transgressions	10
Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships	10
Beauty lies in the eye of the beholder: consumers' and jobseekers' interpretations of the family business brand	10
Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis	10
Brand anthropomorphism on Twitter: communication strategies and consumer engagement	10
Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment	9
Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types	9
A moderated mediation model of situational context and brand image for online purchases using eWOM	9
Feeling psychologically close: examining the determinants of branded app engagement	9
Understanding the antecedents to luxury brand consumer behavior	9
The subsequent effects of negative emotions: from brand hate to anti-brand consumption behavior under moderating mechanisms	9
Mapping the sustainability branding field: emerging trends and future directions	9
When brands behave badly: signaling and spillover effects of unethical behavior in the context of triple bottom line sustainability	9
Country-of-origin image and consumer brand evaluation: a meta-analytic review	9
Gamify, engage, build loyalty: exploring the benefits of gameful experience for branded sports apps	8
When is sustainability an asset? The interaction effects between the green attributes and product category	8
Do all brand CSR initiatives make consumers happy? The role of CSR-brand (mis)fit and sense of relatedness	8
Dual foci of identification: the role of salesperson brand and organizational identification in driving brand performance	8
This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment	8
The effect of institutional CSR on brand advocacy during COVID-19: the moderated mediation effect of CSR expectancy and value-driven motivation	8
The impact of gender on the evaluation of vertical line extensions of luxury brands: a cross-national study	8
Consuming in a crisis: pandemic consumption across consumer segments and implications for brands	8
The relative impact of employees’ discrete emotions on employees’ negative word-of-mouth (NWOM) and counterproductive workplace behavior (CWB)	8
Who is more responsive to brand activism? The role of consumer-brand identification and political ideology in consumer responses to activist brand messages	8
Signaling norm salience through perceived peer counterfeit consumption	8
Understanding the ties between brand gender and brand engagement in online brand communities: the moderating role of consumers’ biological sex	8
Vertical line extension: a systematic review of research on upward and downward line extension	7
Employees’ online brand advocacy behaviors as a response to justice and emotion	7
How to generate customer and firm benefits through online game product and brand community engagement – online and offline perspectives	7
Understanding Chinese consumers’ and Chinese immigrants’ purchase intentions toward global brands with Chinese elements	7
Fueling and cooling firestorms: how online community members enable and disable online negative e-WOM	7
User design as a double-edged sword: exploring perceived self-improvement and uncertainty in purchasing utilitarian products	7
Brand imitation strategy, package design and consumer response: what does it take to make a difference?	7
The effects of brand equity and failure severity on remedy choice after a product recall	7
The impact of brand perceptions on the post-to-purchase journey: a family branding perspective	7
The impact of service category and brand positioning on consumer animosity in the service sector – a social identity signaling perspective	7
Consumer response to celebrity transgression: investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities	7
The health halo of morality- and purity-signifying brand names	6
An expansion of the brand and message framing effects on smart health-care clothing	6
Understanding damage to and reparation of brand trust: a closer look at image congruity in the context of negative publicity	6
To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship	6
The bidirectional complementarity between market orientation and launch proficiency affecting new product performance	6
Employee branding dimensions and brand citizenship behaviour: exploring the role of mediators in the hospitality context	6
Family business branding from a signaling theory perspective: an integrative framework	6
I am ashamed of my brand-self! Consumer-brand identification as a moderator of emotional reactions following symbol-laden brand failures	6
Do you consider buying a counterfeit? New evidence from the theory of planned behaviour and cognitive dissonance theory	6
Title redacted: the impact of negative online review censorship	6
Automated text analyses of YouTube comments as field experiments for assessing consumer sentiment towards products and brands	6
Brand bravery: conceptualization, scale development and validation	6
The missing link in the evolution of product design: a strategy roadmap towards product development success	5
Does the relationship between brand attitude, brand attachment and purchase intention vary based on the type of prosocial expression-based brand emoji?	5
Pro-environmental messages have more effect when they come from less familiar brands	5
Antecedents and consequences of customer inspiration: a framework in the context of electronic device brands	5
The interrelationship of family identities, personalities, and expressions on family winery websites	5
Innocence versus Coolness: the influence of brand personality on consumers’ preferences	5
Feeling present matters: effects of social presence on live-streaming workout courses’ purchase intention	5
Will consumers give us another chance to bounce back? Effects of precrisis commitments to social and product responsibility on brand resilience	5
Sustainability through the lens of the professional adviser: the case for brand trust	5
Using brands to reconnect with our shared past: brand nostalgia in romantic relationships	5
Brand equity and stock performance in time of crisis: evidence from the COVID-19 pandemic	5
Are product design researchers and practitioners on the same page? The way professional product designers view creative design	5
Impact of online product presentation on sales: the effects of text-image introductory information and celebrity endorsements	5
Brand authenticity building effect of brand experience and downstream effects	5
Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism	5