OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Product and Brand Management is 12. 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
“Fight or flight”: coping responses to brand hate	45
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
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
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
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
Employer and internal branding research: a bibliometric analysis of 25 years	31
Brand management and cocreation lessons from tourism and hospitality: introduction to the special issue	29
Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm	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
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
Is it love or just like? Generation Z’s brand relationship with luxury	26
“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context	25
How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness	25
Conspicuous consumption of luxury experiences: an experimental investigation of status perceptions on social media	24
Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence	24

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
Congruency or incongruency: a theoretical framework and opportunities for future research avenues	23
Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model	22
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
Social media influencer (SMI) as a human brand – a need fulfillment perspective	21
Models for brand relationships	20
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
The role of brand personality in the formation of consumer affect and self-brand connection	19
Building brands through internal stakeholder engagement and co-creation	19
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
Is brand love materialistic?	18
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
The role of leadership and communication in internal city branding	17
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
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
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
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
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
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
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
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
Exploring consumers’ attitude formation toward their own brands when in crisis: cross-national comparisons between USA and China	12
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