Journal of Product and Brand Management

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 2021-05-01 to 2025-05-01.)
ArticleCitations
Once upon a game: boosting brand storytelling through gamification187
Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach103
Music as a shaping agent of brand meaning: the case of BZRP Music Session #5373
The interrelationship of family identities, personalities, and expressions on family winery websites73
What draws voters to brandidates and why? – Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality48
Presentation-order effect of product images on consumers’ mental imagery processing and purchase intentions46
Enhancing brand loyalty through online brand communities: the role of community benefits45
As cute as a button: the effect of size on online product cuteness perception42
When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity42
The primacy of corporate brand trust for new market entrants40
The impact of brand value co-creation on perceived CSR authenticity and brand equity40
Mapping the sustainability branding field: emerging trends and future directions38
Conceptualizing nation branding: the systematic literature review36
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation36
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes36
Developing and testing a typology of brand benefit differentiation35
How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique35
Stormy sales: the influence of weather expectations on FMCG consumption32
Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement32
Driving a difference: the role of the Covid-19 pandemic in U.S. consumers’ information search behaviors and purchasing of Japanese automobiles31
Guest editorial: 30 years of brand relationship research31
Congruency or incongruency: a theoretical framework and opportunities for future research avenues31
Service brand avoidance in business-to-business relationships30
The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships30
We “like” to value the brand: a mixed-method study29
Is it love or just like? Generation Z’s brand relationship with luxury28
“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context28
How does the humorous community climate promote consumer engagement? The mediating role of social capital and the moderating role of heterogeneity26
Driving channel integration perception in omnichannel environments: the role of touchpoints26
Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis25
The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity25
Consumer and brand value formation, value creation and co-creation in social media brand communities24
Will consumers give us another chance to bounce back? Effects of precrisis commitments to social and product responsibility on brand resilience24
Consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior23
Joy and excitement in the purchase process: the role of materialism and brand engagement21
When and why does corporate hypocrisy trigger vindictive customer behavior? The moderating role of self-construal20
Transmission of negative brand-relevant content on social media20
Conform to local: how local vs global brand positioning increases consumer conformity20
Exploring the impact of brand placement repetition on the effectiveness of umbrella branding20
# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information19
Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework18
Realistic or not? The impact of packaging images on the acceptance of insect-based food products18
Brand heritage on Twitter: a text-mining stereotype content perspective18
Examining the motives affecting the demand for second-hand fashion products in the context of brand knowledge presence17
A mechanism for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM): the divergent moderating effects of horizontal collectivism17
Effectiveness of corporate social responsibility activities in the COVID-19 pandemic17
Brand new: how visual context shapes initial response to logos and corporate visual identity systems17
Are there generalizable patterns in line extension performance?17
Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation16
Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts15
The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio15
The effect of virtual anchor appearance on purchase intention: a perceived warmth and competence perspective15
Conspicuous consumption of luxury experiences: an experimental investigation of status perceptions on social media15
Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty15
Using brands to reconnect with our shared past: brand nostalgia in romantic relationships15
Compromise pricing in luxury15
A moderated mediation model of situational context and brand image for online purchases using eWOM15
This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment15
To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship14
Examining antecedents to Generation Z consumers’ green purchase intentions: the role of product categories14
Automated text analyses of YouTube comments as field experiments for assessing consumer sentiment towards products and brands14
Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment14
Naming product colors with an individual’s identity and product evaluation: self-referencing as a mediator14
Guest editorial: a roadmap and future research agenda for luxury marketing and branding research13
What drives business-to-business brands to be conscientious?13
Brand activism in a polarizing world: the roles of cause controversy and consumption goal13
Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism13
City brand love: modelling and resident heterogeneity analysis13
The AI humanness: how perceived personality builds trust and continuous usage intention12
Exploring the role of packaging in the formation of brand images: a mixed methods investigation of consumer perspectives12
Virtual or human? The impact of the influencer type on Gen Z consumer outcomes12
Cognitive as opposed to affective country image: the moderating effect of cognition-affect intra-valence nature12
In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions12
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