OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Brand Management is 4. 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 2020-03-01 to 2024-03-01.)

Article	Citations
Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management	57
When does customer CSR perception lead to customer extra-role behaviors? The roles of customer spirituality and emotional brand attachment	49
Internal branding: conceptualization from a literature review and opportunities for future research	35
Social media brand engagement in the context of collaborative consumption: the case of AIRBNB	33
The impact of relational drivers on customer brand engagement and brand outcomes	31
The influence of brand experiences on consumer-based brand equity	31
Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude	31
Social capital and consumer happiness: toward an alternative explanation of consumer-brand identification	29
Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions	29
The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric	28
Brands as activists: The Oatly case	26
It’s all about the brand: place brand credibility, place attachment, and consumer loyalty	25
Brand love: conceptual and empirical investigation of a holistic causal model	25
Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?	24
The impact of value perceptions on purchase intention of sustainable luxury brands in China and the UK	24
The real purpose of purpose-driven branding: consumer empowerment and social transformations	23
A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa	22
Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand?	22
Brand attachment: a review and future research	20
Self-construal on brand fan pages: the mediating effect of para-social interaction and consumer engagement on brand loyalty	19
Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect	19
A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults	19
Arctic narratives: brewing a brand with neolocalism	17
The effects of brand page characteristics on customer brand engagement: moderating roles of community involvement and comedy production contents	17
Building a unique brand identity: measuring the relative ownership potential of brand identity element types	17

Human-like versus me-like brands in corporate social responsibility: the effectiveness of brand anthropomorphism on social perceptions and buying pleasure of brands	15
From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger	14
Human values as added value(s) in consumer brand congruence: a comparison with traits and functional requirements	13
My brand identity lies in the brand name: personified suggestive brand names	13
Cocreated brand value: theoretical model and propositions	12
Understanding the social consumer fashion brand engagement journey: insights about reputed fashion brands	12
Impact of customer-based corporate reputation on customer engagement behaviors: customer identification and brand love as mediators and industry type as a moderator	12
Mitigating negative spillover effects in a product-harm crisis: strategies for market leaders versus market challengers	12
What can be done to address luxury counterfeiting? An integrative review of tactics and strategies	12
Evolution of luxury marketing landscape: a bibliometric analysis and future directions	12
What makes a corporate heritage brand authentic for consumers? A semiotic approach	12
Omnichannel retailer brand experience: conceptualisation and proposal of a comprehensive scale	11
Influencer-brand fit and brand dilution in China’s luxury market: the moderating role of self-concept clarity	11
The influence of passion/determination and external disadvantage on consumer responses to brand biographies	11
Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity	10
Corporate brand value and cash holdings	10
Social media brand posts and customer engagement	10
Counterfeit luxury consumption strategies in a collectivistic culture: the case of China	10
Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust	10
Exploring brand purpose dimensions for non-profit organizations	10
The personal influence of Instagram bloggers on consumer–brand interactions: brands as tribal artifacts	10
The role of storytelling in the creation of brand love: the PANDORA case	9
Improving the value of the retailer brand through social media equity	9
Synergistic effect of matching corporate and product brand images on purchase intentions: Comparing the importance of functional and emotional value	9
Building brand loyalty on social media: theories, measurements, antecedents, and consequences	9
Branded content experience in social media settings: a consumer culture theory perspective	9
Does regional bias matter? Examining the role of regional identification, animosity, and negative emotions as drivers of brand switching: an application in the food and beverage industry	9
Can self-referencing exacerbate punishing behavior toward corporate brand transgressors?	8
Revisiting the effects of inward negative emotions on outward negative emotions, brand loyalty, and negative WOM	8
Organizational resilience and internal branding: investigating the effects triggered by self-service technology	7
Conceptualising attitudes towards brand genuinuity: scale development and validation	7
Effects of sponsorship quality and quantity on employee brand behavior	7
When do consumers prefer AI-enabled customer service? The interaction effect of brand personality and service provision type on brand attitudes and purchase intentions	7
Beware, an underdog may bite: literature review and brand management framework in the context of underdog brands	7
Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study	6
Stability or instability: the impact of brand concepts on logo design preferences	6
The effects of nostalgia marketing on consumers’ brand extension evaluation	6
The impact of interpersonal traits (extraversion and agreeableness) on consumers’ self-brand connection and communal-brand connection with anthropomorphized brands	6
Spillover effects of competitive rivalry on brand extensions	6
Brand equity retention after rebranding: a resource-based perspective	5
How should organizations engage and build relationships with mobile publics on social messengers	5
Does effective cost transparency increase price fairness? An analysis of apparel brand strategies	5
Storytelling in advertisements: understanding the effect of humor and drama on the attitude toward brands	5
Antecedents and consequences of emotional attachment to sport teams brands	5
The anthropomorphic brand logo and its effect on perceived functional performance	5
Motivating gender toward co-creation: a study on hedonic activities, social importance, and personal values	5
Engaging with intelligent voice assistants for wellbeing and brand attachment	5
I know that I know nothing: exploring the managerial relevance of recent orientations in brand management research	4
Journal of Brand Management: Editorial guidelines and expectations of authors	4
Brands as personal narratives: learning from user–YouTube–brand interactions	4

Exploring sources of voter-based political human brand equity	4
Intra-brand image confusion: effects of assortment width on brand image perception	4
Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism	4
Gratifications sought versus gratifications achieved in online brand communities: satisfaction and motives of lurkers and posters	4
Practices of brand extensions and how consumers respond to FMCG giants’ greening attempts	4
Understanding worldview beliefs to allay skepticism toward CSR advertising	4
Luxurious and responsible? Consumer perceptions of corporate social responsibility efforts by luxury versus mass-market brands	4
Do well, do good, and know your audience: the double-edged sword of values-based CSR communication	4
Journal of Brand Management: year end review 2020	4
Brand user imagery clarity (BUIC): conceptualization, measurement, and consequences	4