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 2021-06-01 to 2025-06-01.)

Article	Citations
Once upon a game: boosting brand storytelling through gamification	197
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	108
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	81
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	79
The interrelationship of family identities, personalities, and expressions on family winery websites	49
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	48
Enhancing brand loyalty through online brand communities: the role of community benefits	47
The impact of brand value co-creation on perceived CSR authenticity and brand equity	47
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	47
The primacy of corporate brand trust for new market entrants	41
Mapping the sustainability branding field: emerging trends and future directions	40
As cute as a button: the effect of size on online product cuteness perception	40
Developing and testing a typology of brand benefit differentiation	39
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes	37
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement	37
Stormy sales: the influence of weather expectations on FMCG consumption	37
Investigating brand-issue fit in corporate social advocacy from the perspective of expectancy violation	34
Conceptualizing nation branding: the systematic literature review	33
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation	32
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	32
Congruency or incongruency: a theoretical framework and opportunities for future research avenues	32
Consumer and brand value formation, value creation and co-creation in social media brand communities	31
How does the humorous community climate promote consumer engagement? The mediating role of social capital and the moderating role of heterogeneity	31
Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles	31
The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity	30

Guest editorial: 30 years of brand relationship research	29
Driving channel integration perception in omnichannel environments: the role of touchpoints	28
Is it love or just like? Generation Z’s brand relationship with luxury	28
Will consumers give us another chance to bounce back? Effects of precrisis commitments to social and product responsibility on brand resilience	27
We “like” to value the brand: a mixed-method study	26
The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships	25
Consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior	25
“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context	25
Service brand avoidance in business-to-business relationships	25
Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis	22
When and why does corporate hypocrisy trigger vindictive customer behavior? The moderating role of self-construal	21
Joy and excitement in the purchase process: the role of materialism and brand engagement	21
Transmission of negative brand-relevant content on social media	21
The influence of branded business gifts on consumer reciprocity and purchase intention	20
Exploring the impact of brand placement repetition on the effectiveness of umbrella branding	20
Realistic or not? The impact of packaging images on the acceptance of insect-based food products	19
Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework	19
Brand heritage on Twitter: a text-mining stereotype content perspective	19
Conform to local: how local vs global brand positioning increases consumer conformity	19
# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information	19
Are there generalizable patterns in line extension performance?	18
A mechanism for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM): the divergent moderating effects of horizontal collectivism	18
Effectiveness of corporate social responsibility activities in the COVID-19 pandemic	18
Using brands to reconnect with our shared past: brand nostalgia in romantic relationships	17
Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation	17
Examining the motives affecting the demand for second-hand fashion products in the context of brand knowledge presence	17
Brand new: how visual context shapes initial response to logos and corporate visual identity systems	16
Conspicuous consumption of luxury experiences: an experimental investigation of status perceptions on social media	16
This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment	16
Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty	16
Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts	16
Compromise pricing in luxury	16
The effect of virtual anchor appearance on purchase intention: a perceived warmth and competence perspective	16
The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio	15
Naming product colors with an individual’s identity and product evaluation: self-referencing as a mediator	15
Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment	14
Automated text analyses of YouTube comments as field experiments for assessing consumer sentiment towards products and brands	14
To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship	14
Examining antecedents to Generation Z consumers’ green purchase intentions: the role of product categories	14
Brand activism in a polarizing world: the roles of cause controversy and consumption goal	13
A moderated mediation model of situational context and brand image for online purchases using eWOM	13
City brand love: modelling and resident heterogeneity analysis	13
Guest editorial: a roadmap and future research agenda for luxury marketing and branding research	13
What drives business-to-business brands to be conscientious?	13
Virtual or human? The impact of the influencer type on Gen Z consumer outcomes	12
Commitment to and connection with green brands: perspectives of consumer social responsibility and terror management theory	12
Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism	12
Exploring the role of packaging in the formation of brand images: a mixed methods investigation of consumer perspectives	12
The AI humanness: how perceived personality builds trust and continuous usage intention	12
In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions	12

Cognitive as opposed to affective country image: the moderating effect of cognition-affect intra-valence nature