OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Product and Brand Management is 10. 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 2021-02-01 to 2025-02-01.)

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	32
Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty	31
Redefining brand hijacking from a non-collaborative brand co-creation perspective	30
Too thin to be cute: the influence of letter height-to-width ratio on consumer perception	29
Compromise pricing in luxury	26
Branding’s academic–practitioner gap: managers’ views	26
Brand purpose: a literature review and BEING implementation framework	25
Being a member of global community: the effect of Chinese brand origin salience on global identity perceptions and brand evaluations	25
Growing the community bank in the shadow of national banks: an empirical analysis of the U.S. banking industry, 1994–2018	24
(Relative) size matters: a content analysis of front-of-packaging cue proportions and hierarchies	23
How does corporate hypocrisy undermine corporate reputation? The roles of corporate trust, affective commitment and CSR perception	23
Brand pride: concept and measurement	23
Once upon a game: boosting brand storytelling through gamification	23
Introducing bi-directional participatory place branding: a theoretical model with multi-stakeholder perspectives	22

Brand imitation strategy, package design and consumer response: what does it take to make a difference?	22
The effects of brand equity and failure severity on remedy choice after a product recall	21
Exploring the impact of perceived social media agility on co-creation opportunities and brand attachment: the moderating role of technology reflectiveness	21
Brand communications during a global crisis: understanding persuasion intent, perceived brand opportunism and message sincerity	21
Impression management through social media: impact on the market performance of musicians’ human brands	21
Internal audience watches the boss walking the talk: the mechanism of management’s mission alignment for internal branding	20
Gamify, engage, build loyalty: exploring the benefits of gameful experience for branded sports apps	20
Understanding national brand customer erosion: exploring socio-demographic and weight of purchase factors	19
Conspicuous consumption of luxury experiences: an experimental investigation of status perceptions on social media	19
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	18
Demystifying the product attribute nexus: illuminating webrooming behavior in emerging fashion industry	18
Does the economic value of new product announcements depend upon preannouncement signals? An empirical test of information asymmetry theories	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 transgressions in advertising related to diversity, equity and inclusion: implications for consumer–brand relationships	16
Determining the predictive importance of the core dimensions of nation brands	16
Decoding Generation Z's habits: the augmented reality shift from gimmick to utility in omni-digital shopping	15
Impacts of crisis emotions on negative word-of-mouth and behavioural intention: evidence from a milk crisis	15
The brand-building process of B2B high-tech startups in an omni-digital environment	15
The impact of social media evolution on practitioner-stakeholder relationships in brand management	15
This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment	15
The effect of virtual anchor appearance on purchase intention: a perceived warmth and competence perspective	15
Strategic horizon of market success: comparing alternative “strategic landscapes” of the new product development process	15
From past to future: exploring two decades of branded apps	15
Consumer response to celebrity transgression: investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities	14
Brand new: how visual context shapes initial response to logos and corporate visual identity systems	14
Using brands to reconnect with our shared past: brand nostalgia in romantic relationships	14
The experience – economy revisited: an interdisciplinary perspective and research agenda	14
Enhancing brand loyalty through online brand communities: the role of community benefits	14
Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts	14
Which brands do consumers become attached to? The roles of brand concepts and brand positioning in the context of COVID-19	13
Customer-based brand competitiveness (CBBC) scale: advancing the relative perspective	13
Brand anthropomorphism on Twitter: communication strategies and consumer engagement	13
How to mitigate fashion subscription hesitation: two-step exploration using theory-based causal modeling and machine learning predictive modeling	13
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	13
Speak up! brands’ responsiveness matters: consumer reactions to brand communications in the early stages of a crisis	12
A moderated mediation model of situational context and brand image for online purchases using eWOM	12
The influence of unfamiliar ingredients on the greenness evaluation of environmentally friendly products	12
Exploring consumers’ attitude formation toward their own brands when in crisis: cross-national comparisons between USA and China	12
To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship	12
The role of augmented reality app attributes and customer-based brand equity on consumer behavioral responses: an S-O-R framework perspective	12
The impact of brand value co-creation on perceived CSR authenticity and brand equity	12
Configurating product placement prominence on brand memory: what counts and what does not?	11
The primacy of corporate brand trust for new market entrants	11
Consuming in a crisis: pandemic consumption across consumer segments and implications for brands	11
Not a human, not for green? The effectiveness of virtual influencers endorsing green products	10
Automated text analyses of YouTube comments as field experiments for assessing consumer sentiment towards products and brands	10
Guest editorial: Beyond tech gimmicks: omni-digital touchpoints for products and brands	10
The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio	10