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 2020-03-01 to 2024-03-01.)

Article	Citations
Attractiveness, trustworthiness and expertise – social influencers’ winning formula?	110
Understanding the relationships between social media influencers and their followers: the moderating role of closeness	105
What makes followers loyal? The role of influencer interactivity in building influencer brand equity	103
Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts	74
Fifteen years of customer engagement research: a bibliometric and network analysis	70
Brand hate: a multidimensional construct	59
The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention	59
Exploring the antecedents and outcomes of destination brand love	43
I can’t stop hating you: an anti-brand-community perspective on apple brand hate	41
Love becomes hate? or love is blind? Moderating effects of brand love upon consumers’ retaliation towards brand failure	40
Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption	40
Examining the role of social media-based destination brand community in evoking tourists’ emotions and intention to co-create and visit	38
Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers	38
Destination branding and co-creation: a service ecosystem perspective	36
You are a brand: social media managers’ personal branding and “the future audience”	36
The effects of consumer esports videogame engagement on consumption behaviors	34
Sociopolitical activist brands	33
A thematic exploration of human brands: literature review and agenda for future research	33
Do brand relationships on social media motivate young consumers’ value co-creation and willingness to pay? The role of brand love	29
From country stereotypes to country emotions to intentions to visit a country: implications for a country as a destination brand	29
The relationship of brand attachment and mobile banking service quality with positive word-of-mouth	29
“Fight or flight”: coping responses to brand hate	28
Employees as influencers: measuring employee brand equity in a social media age	28
Investigating brand community engagement and evangelistic tendencies on social media	26
Effect of message orientation/vividness on consumer engagement for travel brands on social networking sites	26

Psychological engagement drives brand loyalty: evidence from Malaysian ecotourism destinations	25
Green branding effects on consumer response: examining a brand stereotype-based mechanism	25
The power of personal brand authenticity and identification: top celebrity players’ contribution to loyalty toward football	24
From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media?	24
Brand management and cocreation lessons from tourism and hospitality: introduction to the special issue	23
The role of co-creation experience in engaging customers with service brands	23
Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence	22
Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward	22
“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context	22
New luxury: defining and evaluating emerging luxury trends through the lenses of consumption and personal values	21
No matter what you do, I still love you: an examination of consumer reaction to brand transgressions	21
Customers’ self-image congruity and brand preference: a moderated mediation model of self-brand connection and self-motivation	21
When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos	19
Consumers and their celebrity brands: how personal narratives set the stage for attachment	19
The sharing economy: the influence of perceived corporate social responsibility on brand commitment	19
Employer and internal branding research: a bibliometric analysis of 25 years	19
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	18
Green brand communication, brand prominence and self–brand connection	18
Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm	18
The impact of the sonic logo’s acoustic features on orienting responses, emotions and brand personality transmission	18
Effects of brand feedback to negative eWOM on brand love/hate: an expectancy violation approach	18
Drivers and consequences of customer participation into value co-creation: a field experiment	18
Effects of transparent brand communication on perceived brand authenticity and consumer responses	17
Conspicuous consumption of luxury experiences: an experimental investigation of status perceptions on social media	17
Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions	17
The experience – economy revisited: an interdisciplinary perspective and research agenda	17
Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam	17
Employee-generated content: the role of perceived brand citizenship behavior and expertise on consumer behaviors	16
Is brand love materialistic?	16
“I” seek differentiation and “we” seek assimilation: the impact of self-expressive customization on consumers’ willingness to pay a premium	15
How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness	15
Social media influencer (SMI) as a human brand – a need fulfillment perspective	14
Building brands through internal stakeholder engagement and co-creation	14
The effect of perceived scarcity on strengthening the attitude–behavior relation for sustainable luxury products	14
Branding’s academic–practitioner gap: managers’ views	14
Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model	14
# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information	13
Is it love or just like? Generation Z’s brand relationship with luxury	13
Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking	13
What matters most to ultra-high-net-worth individuals? Exploring the UHNWI luxury customer experience (ULCX)	13
Models for brand relationships	13
Market orientation, brand management processes and brand performance	13
Thirty years of product and brand management research: a retrospective review of the Journal of Product and Brand Management using bibliometric analysis	13
Co-creating consistent brand identity with employees in the hotel industry	13
In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions	13
Beyond lurking and posting: segmenting the members of a brand community on the basis of engagement, attitudes and identification	13
The effect of corporate political advocacy on brand perception: an event study analysis	12
The role of brand personality in the formation of consumer affect and self-brand connection	12
Developing voice-based branding: insights from the Mercedes case	12
Brand equity, online reviews, and message trust: the moderating role of persuasion knowledge	12

Social media influencers’ community and content strategy and follower engagement behavior in the presence of competition: an Instagram-based investigation	12
What to say and what to do: the determinants of corporate hypocrisy and its negative consequences for the customer–brand relationship	12
Congruency or incongruency: a theoretical framework and opportunities for future research avenues	12
How isolation leads to purchasing luxury brands: the moderating effects of COVID-19 anxiety and social capital	12
Self-presentation and interactivity: luxury branding on social media	12
The role of leadership and communication in internal city branding	11
Redefining brand hijacking from a non-collaborative brand co-creation perspective	11
Constructing generational identity through counterfeit luxury consumption	11
Relationship between integrated communication effectiveness and employee-based brand equity – mediating role of psychological contract fulfillment	11
Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment	11
Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities	10
Exploring consumers’ attitude formation toward their own brands when in crisis: cross-national comparisons between USA and China	10
Introducing bi-directional participatory place branding: a theoretical model with multi-stakeholder perspectives	10
Assessing levers of guilt in luxury consumption: an international perspective	10
The role of endorsers in bringing defunct brands back to life: theory and evidence	9
Global or local brand? Hotel selection in global travel context	9
Transmission of negative brand-relevant content on social media	9
Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms	9
The impact of perceived brand interactivity on customer purchases. The mediating role of perceived brand fairness and the moderating role of brand involvement	9
Benefit appeals and perceived corporate hypocrisy: implications for the CSR performance of fast fashion brands	9
Facilitation of “strong” branded application outcomes – the self-concept perspective	9
Does outward appearance appeal to the inward mind? The impact of packaging finishes on brand impressions and the subsequent behavior of consumer	8
The relative impact of employees’ discrete emotions on employees’ negative word-of-mouth (NWOM) and counterproductive workplace behavior (CWB)	8
A history of brand misdefinition – with corresponding implications for mismeasurement and incoherent brand theory	8
The impact of COVID-19 on online product reviews	8
Impacts of crisis emotions on negative word-of-mouth and behavioural intention: evidence from a milk crisis	8
The effect of materialism and impression management purchase motivation on purchase intention for luxury athleisure products: the moderating effect of sustainability	8
Does perceived risk influence the intention to purchase second-hand clothing? A multigroup analysis of SHC consumers versus non-SHC consumers	8
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	8
Effectiveness of corporate social responsibility activities in the COVID-19 pandemic	8
Family business identity, consumer product evaluations and firm size	7
Visually communicating brand heritage on social media: champagne on Instagram	7
The effects of a Disney masstige brand collaboration on perceptions of brand luxury: vertical versus horizontal product line extension strategies	7
A competitive resource: consumer-perceived new-product creativity	7
Dual foci of identification: the role of salesperson brand and organizational identification in driving brand performance	7
Enhancing brand loyalty through online brand communities: the role of community benefits	7
Femvertising practices on social media: a comparison of luxury and non-luxury brands	7
Designing place brand architecture: the potential of a sub-brands strategy	7
Understanding the antecedents to luxury brand consumer behavior	7
Guest editorial: a roadmap and future research agenda for luxury marketing and branding research	7
The effects of brand equity and failure severity on remedy choice after a product recall	7
Non-sponsored brand-related user-generated content: effects and mechanisms of consumer engagement	7
Negative spillover of moral irresponsibility into anti-brand behaviors: the role of moral emotion and disengagement in ethical and social transgressions	7
Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis	7
“It’s good.” “says who?”: the mediating role of professional legitimacy on the relationship between film-extension performance and changes in directors’ human brand identity	7
Brand co-creation through participation of organization, consumers, and suppliers: an empirical validation	7
The role of marketing and product design in driving firm’s performance	6
City brand love: modelling and resident heterogeneity analysis	6
Mega-events brand meaning co-creation: the Olympic case	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 effect of institutional CSR on brand advocacy during COVID-19: the moderated mediation effect of CSR expectancy and value-driven motivation	6
The impact of service category and brand positioning on consumer animosity in the service sector – a social identity signaling perspective	6
Consuming in a crisis: pandemic consumption across consumer segments and implications for brands	6
Consumer attitudes and purchase intentions towards internet celebrity self-brands: an integrated view of congruence, brand authenticity and internet celebrity involvement	6
Innovation-branding: should all firms be equally ambidextrous?	6
The impact of gender on the evaluation of vertical line extensions of luxury brands: a cross-national study	6
Brand bravery: conceptualization, scale development and validation	6
Brand tourism effect in the luxury hotel industry	6
This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment	6
The bidirectional complementarity between market orientation and launch proficiency affecting new product performance	5
User design as a double-edged sword: exploring perceived self-improvement and uncertainty in purchasing utilitarian products	5
An expansion of the brand and message framing effects on smart health-care clothing	5
Title redacted: the impact of negative online review censorship	5
How to generate customer and firm benefits through online game product and brand community engagement – online and offline perspectives	5
Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships	5
Brand anthropomorphism on Twitter: communication strategies and consumer engagement	5
The missing link in the evolution of product design: a strategy roadmap towards product development success	5
Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment	5
Does the relationship between brand attitude, brand attachment and purchase intention vary based on the type of prosocial expression-based brand emoji?	5
Guest editorial	5
Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers	5
Understanding Chinese consumers’ and Chinese immigrants’ purchase intentions toward global brands with Chinese elements	5
When is sustainability an asset? The interaction effects between the green attributes and product category	5
The health halo of morality- and purity-signifying brand names	5
A study on the dynamics between the moral reasoning process and celebrity image and their impact on consumers’ support for celebrity comebacks after a transgression	5
Do consumer values and perceived readiness impact secondhand luxury consumption? A goal-framing theory approach	5
When brands behave badly: signaling and spillover effects of unethical behavior in the context of triple bottom line sustainability	5
Does corporate social responsibility improve brands’ responsible and active personality dimensions? An experimental investigation	5
The significance of a sponsored event on lesser-known brands in a competitive environment	5