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 2021-09-01 to 2025-09-01.)

Article	Citations
Music as a shaping agent of brand meaning: the case of BZRP Music Session #53	125
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach	100
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality	56
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions	54
Enhancing brand loyalty through online brand communities: the role of community benefits	52
The interrelationship of family identities, personalities, and expressions on family winery websites	52
The impact of brand transgression on consumer choice: the role of moral	50
Once upon a game: boosting brand storytelling through gamification	46
Brand inclusivity in religion-based marketing: roles of religiosity and diversity appreciation	41
As cute as a button: the effect of size on online product cuteness perception	41
Mapping the sustainability branding field: emerging trends and future directions	40
How does linguistic distance affect the willingness of nonfan consumers to adopt word-of-mouth?	39
The primacy of corporate brand trust for new market entrants	39
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity	38
The impact of brand value co-creation on perceived CSR authenticity and brand equity	37
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation	37
Investigating brand-issue fit in corporate social advocacy from the perspective of expectancy violation	33
Conceptualizing nation branding: the systematic literature review	32
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes	32
Stormy sales: the influence of weather expectations on FMCG consumption	32
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement	32
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique	31
How does the humorous community climate promote consumer engagement? The mediating role of social capital and the moderating role of heterogeneity	30
Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis	29
We “like” to value the brand: a mixed-method study	27

Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles	27
Guest editorial: 30 years of brand relationship research	26
Driving channel integration perception in omnichannel environments: the role of touchpoints	26
Consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior	23
The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity	23
Service brand avoidance in business-to-business relationships	22
Consumer and brand value formation, value creation and co-creation in social media brand communities	22
The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships	22
Will consumers give us another chance to bounce back? Effects of precrisis commitments to social and product responsibility on brand resilience	22
The influence of branded business gifts on consumer reciprocity and purchase intention	21
Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework	21
When and why does corporate hypocrisy trigger vindictive customer behavior? The moderating role of self-construal	20
We are family: heterosexual, gay and lesbian parents in advertising	19
# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information	19
What doesn’t kill you makes you stronger: on the determinants of trademark survivability over the long term	19
Conform to local: how local vs global brand positioning increases consumer conformity	19
Exploring the impact of brand placement repetition on the effectiveness of umbrella branding	19
Joy and excitement in the purchase process: the role of materialism and brand engagement	19
Examining the motives affecting the demand for second-hand fashion products in the context of brand knowledge presence	18
A mechanism for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM): the divergent moderating effects of horizontal collectivism	18
Realistic or not? The impact of packaging images on the acceptance of insect-based food products	18
Brand heritage on Twitter: a text-mining stereotype content perspective	18
Are there generalizable patterns in line extension performance?	18
Effectiveness of corporate social responsibility activities in the COVID-19 pandemic	17
Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty	17
Brand new: how visual context shapes initial response to logos and corporate visual identity systems	16
Compromise pricing in luxury	16
Using brands to reconnect with our shared past: brand nostalgia in romantic relationships	16
Consumer perceived product innovativeness: scale development, calibration and validation	16
Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation	16
The effect of virtual anchor appearance on purchase intention: a perceived warmth and competence perspective	15
Conspicuous consumption of luxury experiences: an experimental investigation of status perceptions on social media	15
This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment	15
A moderated mediation model of situational context and brand image for online purchases using eWOM	14
Automated text analyses of YouTube comments as field experiments for assessing consumer sentiment towards products and brands	14
Naming product colors with an individual’s identity and product evaluation: self-referencing as a mediator	14
Examining antecedents to Generation Z consumers’ green purchase intentions: the role of product categories	14
To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship	14
The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio	14
In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions	13
The AI humanness: how perceived personality builds trust and continuous usage intention	13
Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment	13
Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism	13
What drives business-to-business brands to be conscientious?	13
Building age-inclusive brands: the case of 19/99 Beauty	13
Brand activism in a polarizing world: the roles of cause controversy and consumption goal	13
Exploring the role of packaging in the formation of brand images: a mixed methods investigation of consumer perspectives	13
Commitment to and connection with green brands: perspectives of consumer social responsibility and terror management theory	12
Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward	12
Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities	12

Signaling norm salience through perceived peer counterfeit consumption	12
Guest editorial: a roadmap and future research agenda for luxury marketing and branding research	12
Turning loss into gain: how distressed brand’s philanthropic corporate social responsibility drives customer citizenship	12
Customers’ self-image congruity and brand preference: a moderated mediation model of self-brand connection and self-motivation	12
The effect of institutional CSR on brand advocacy during COVID-19: the moderated mediation effect of CSR expectancy and value-driven motivation	12
Cognitive as opposed to affective country image: the moderating effect of cognition-affect intra-valence nature	12
Do brand allyship efforts in the black American community require financial investment?	12
Pro-environmental messages have more effect when they come from less familiar brands	12
Influence of mortality threats on anthropomorphized brand attitude: role of control and connectedness motives	12
Virtual or human? The impact of the influencer type on Gen Z consumer outcomes	12
Enhancing eudaimonic well-being through brand experiences in the VR-based metaverse: implications for brand-self connection and brand love	12