OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Product and Brand Management is 9. 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 2021-03-01 to 2025-03-01.)

Article	Citations
Guest editorial: Cultivating a broader paradigm to understand family business brands and the branding process	115
Sustainable luxury brands: the moderating effects of salient identity-based goals	90
The relative impact of employees’ discrete emotions on employees’ negative word-of-mouth (NWOM) and counterproductive workplace behavior (CWB)	53
Internal Branding - In search of a new paradigm: Guest editorial	48
Consumer attitudes and purchase intentions towards internet celebrity self-brands: an integrated view of congruence, brand authenticity and internet celebrity involvement	45
The interrelationship of family identities, personalities, and expressions on family winery websites	36
Influence of consumption resources on observers’ attitudes towards luxury brands: the perspective of power distance belief	36
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	35
Do university trademarks matter? Interaction between university-related apparel style and licensing status	35
Take heed of those you reject: a candidate’s view of employer reputation	34
Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships	32
Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation	31
Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty	30
Redefining brand hijacking from a non-collaborative brand co-creation perspective	29
Impression management through social media: impact on the market performance of musicians’ human brands	26
Exploring the impact of perceived social media agility on co-creation opportunities and brand attachment: the moderating role of technology reflectiveness	26
Too thin to be cute: the influence of letter height-to-width ratio on consumer perception	25
Compromise pricing in luxury	25
Branding’s academic–practitioner gap: managers’ views	24
Being a member of global community: the effect of Chinese brand origin salience on global identity perceptions and brand evaluations	23
Brand purpose: a literature review and BEING implementation framework	23
Growing the community bank in the shadow of national banks: an empirical analysis of the U.S. banking industry, 1994–2018	23
Brand pride: concept and measurement	22
How does corporate hypocrisy undermine corporate reputation? The roles of corporate trust, affective commitment and CSR perception	22
Brand imitation strategy, package design and consumer response: what does it take to make a difference?	21

(Relative) size matters: a content analysis of front-of-packaging cue proportions and hierarchies	21
Introducing bi-directional participatory place branding: a theoretical model with multi-stakeholder perspectives	21
Once upon a game: boosting brand storytelling through gamification	21
Brand new: how visual context shapes initial response to logos and corporate visual identity systems	20
Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts	20
Customer-based brand competitiveness (CBBC) scale: advancing the relative perspective	19
How to mitigate fashion subscription hesitation: two-step exploration using theory-based causal modeling and machine learning predictive modeling	18
Understanding national brand customer erosion: exploring socio-demographic and weight of purchase factors	18
Guest editorial: Package design: overcoming challenges for brands	17
A committed brand facing moral dilemma crises: the role of inferred goodwill and self-brand connection in consumer regret	17
Sustainable food packaging: engagement through the public discourse on social networks	17
Brand communications during a global crisis: understanding persuasion intent, perceived brand opportunism and message sincerity	16
Internal audience watches the boss walking the talk: the mechanism of management’s mission alignment for internal branding	16
Brand transgressions in advertising related to diversity, equity and inclusion: implications for consumer–brand relationships	15
Demystifying the product attribute nexus: illuminating webrooming behavior in emerging fashion industry	15
Gamify, engage, build loyalty: exploring the benefits of gameful experience for branded sports apps	15
Does the economic value of new product announcements depend upon preannouncement signals? An empirical test of information asymmetry theories	15
Conspicuous consumption of luxury experiences: an experimental investigation of status perceptions on social media	15
Determining the predictive importance of the core dimensions of nation brands	15
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	15
The effect of virtual anchor appearance on purchase intention: a perceived warmth and competence perspective	14
Strategic horizon of market success: comparing alternative “strategic landscapes” of the new product development process	14
From past to future: exploring two decades of branded apps	14
Decoding Generation Z's habits: the augmented reality shift from gimmick to utility in omni-digital shopping	14
The brand-building process of B2B high-tech startups in an omni-digital environment	14
The impact of social media evolution on practitioner-stakeholder relationships in brand management	14
Impacts of crisis emotions on negative word-of-mouth and behavioural intention: evidence from a milk crisis	13
Consumer response to celebrity transgression: investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities	13
Using brands to reconnect with our shared past: brand nostalgia in romantic relationships	13
This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment	13
Enhancing brand loyalty through online brand communities: the role of community benefits	13
A moderated mediation model of situational context and brand image for online purchases using eWOM	12
Which brands do consumers become attached to? The roles of brand concepts and brand positioning in the context of COVID-19	12
The impact of brand value co-creation on perceived CSR authenticity and brand equity	12
Brand anthropomorphism on Twitter: communication strategies and consumer engagement	12
The role of augmented reality app attributes and customer-based brand equity on consumer behavioral responses: an S-O-R framework perspective	12
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	12
Speak up! brands’ responsiveness matters: consumer reactions to brand communications in the early stages of a crisis	11
To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship	11
The influence of unfamiliar ingredients on the greenness evaluation of environmentally friendly products	11
Consuming in a crisis: pandemic consumption across consumer segments and implications for brands	10
Guest editorial: Beyond tech gimmicks: omni-digital touchpoints for products and brands	10
Configurating product placement prominence on brand memory: what counts and what does not?	10
The primacy of corporate brand trust for new market entrants	10
The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio	9
Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types	9
Undoing greenwashing: the roles of greenwashing severity, consumer forgiveness, growth beliefs and apology sincerity	9
Not a human, not for green? The effectiveness of virtual influencers endorsing green products	9
Automated text analyses of YouTube comments as field experiments for assessing consumer sentiment towards products and brands	9
Online firestorms: an act of civic engagement or a narcissistic boost? The role of brand misconduct appraisals	9

I am ashamed of my brand-self! Consumer-brand identification as a moderator of emotional reactions following symbol-laden brand failures	9
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	9
Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers	9
As cute as a button: the effect of size on online product cuteness perception	9