OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Product and Brand Management is 14. 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 2022-06-01 to 2026-06-01.)

Article	Citations
The impact of brand transgression on consumer choice: the role of moral identity	146
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	77
Unlocking the nexus of internal brand knowledge, psychological contract, and employee brand identification: implications for customer-centric excellence	77
The lightning rod effect: salvation and damnation in polarised brands	74
The interrelationship of family identities, personalities, and expressions on family winery websites	64
Guest editorial: Interpretive approaches to branding	60
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	60
Brand inclusivity in religion-based marketing: roles of religiosity and diversity appreciation	57
Influence of firm innovativeness and recovery strategy on consumer brand attitudes under a double-standard crisis	56
Once upon a game: boosting brand storytelling through gamification	54
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	51
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	49
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	49
The impact of brand value co-creation on perceived CSR authenticity and brand equity	48
How does linguistic distance affect the willingness of nonfan consumers to adopt word-of-mouth?	47
Mapping the sustainability branding field: emerging trends and future directions	44
As cute as a button: the effect of size on online product cuteness perception	40
The primacy of corporate brand trust for new market entrants	39
Stormy sales: the influence of weather expectations on FMCG consumption	38
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement	38
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	35
Investigating brand-issue fit in corporate social advocacy from the perspective of expectancy violation	33
Conceptualizing nation branding: the systematic literature review	32
Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles	30

How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	30
The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity	29
How consumer-brand interactions differ in the metaverse versus physical, social media, and Web environments	29
How does the humorous community climate promote consumer engagement? The mediating role of social capital and the moderating role of heterogeneity	27
Guest editorial: 30 years of brand relationship research	26
Will consumers give us another chance to bounce back? Effects of precrisis commitments to social and product responsibility on brand resilience	26
The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships	25
We “like” to value the brand: a mixed-method study	25
Consumer and brand value formation, value creation and co-creation in social media brand communities	24
How to identify line extensions that survive	24
Service brand avoidance in business-to-business relationships	24
Consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior	24
Driving channel integration perception in omnichannel environments: the role of touchpoints	24
What doesn’t kill you makes you stronger: on the determinants of trademark survivability over the long term	23
Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework	23
When and why does corporate hypocrisy trigger vindictive customer behavior? The moderating role of self-construal	23
We are family: heterosexual, gay and lesbian parents in advertising	23
The influence of branded business gifts on consumer reciprocity and purchase intention	23
Joy and excitement in the purchase process: the role of materialism and brand engagement	23
Are there generalizable patterns in line extension performance?	22
How do consumers perceive craftsmanship in luxury brands? Linking craftsmanship, consumer well-being and brand loyalty	22
Conform to local: how local vs global brand positioning increases consumer conformity	22
What the app? A 17-country study of apps’ effectiveness for brand lift	22
# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information	22
A mechanism for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM): the divergent moderating effects of horizontal collectivism	21
Realistic or not? The impact of packaging images on the acceptance of insect-based food products	21
Examining the motives affecting the demand for second-hand fashion products in the context of brand knowledge presence	21
Brand new: how visual context shapes initial response to logos and corporate visual identity systems	21
Brand heritage on Twitter: a text-mining stereotype content perspective	21
Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty	21
Local brand preference under global mobility: identity-related orientations and social categorization effects	19
Consumer perceived product innovativeness: scale development, calibration and validation	19
Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation	19
The effect of virtual anchor appearance on purchase intention: a perceived warmth and competence perspective	18
Exploring consumer support for brand activism: a four-segment typology	18
Examining antecedents to Generation Z consumers’ green purchase intentions: the role of product categories	18
The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio	17
Brand addiction to idols and debt avoidance: exploring the mediating role of self-esteem	17
Virtual or human? The impact of the influencer type on Gen Z consumer outcomes	17
To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship	17
Naming product colors with an individual’s identity and product evaluation: self-referencing as a mediator	17
Building age-inclusive brands: the case of 19/99 Beauty	17
A moderated mediation model of situational context and brand image for online purchases using eWOM	17
Exploring the role of packaging in the formation of brand images: a mixed methods investigation of consumer perspectives	17
Brand activism in a polarizing world: the roles of cause controversy and consumption goal	16
Nasal codas reduce brand warmth and preference: a perspective of sound symbolism	16
What drives business-to-business brands to be conscientious?	16
The AI humanness: how perceived personality builds trust and continuous usage intention	15
Cognitive as opposed to affective country image: the moderating effect of cognition-affect intra-valence nature	15
Commitment to and connection with green brands: perspectives of consumer social responsibility and terror management theory	15

Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism	15
The effect of institutional CSR on brand advocacy during COVID-19: the moderated mediation effect of CSR expectancy and value-driven motivation	15
Do brand allyship efforts in the black American community require financial investment?	14
Signaling norm salience through perceived peer counterfeit consumption	14
Corrigendum: Exploring brand attitude in e-commerce using the S-O-R model: the role of information quantity, information quality and source credibility	14
Turning loss into gain: how distressed brand’s philanthropic corporate social responsibility drives customer citizenship	14