OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Brand Management is 5. 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 2020-10-01 to 2024-10-01.)

Article	Citations
The influence of brand experiences on consumer-based brand equity	46
Internal branding: conceptualization from a literature review and opportunities for future research	45
Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude	45
The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric	39
Social capital and consumer happiness: toward an alternative explanation of consumer-brand identification	36
The impact of value perceptions on purchase intention of sustainable luxury brands in China and the UK	34
Brand love: conceptual and empirical investigation of a holistic causal model	34
The real purpose of purpose-driven branding: consumer empowerment and social transformations	32
It’s all about the brand: place brand credibility, place attachment, and consumer loyalty	32
Brand attachment: a review and future research	30
A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa	28
Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect	27
A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults	26
Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand?	25
Self-construal on brand fan pages: the mediating effect of para-social interaction and consumer engagement on brand loyalty	24
Evolution of luxury marketing landscape: a bibliometric analysis and future directions	21
Understanding the social consumer fashion brand engagement journey: insights about reputed fashion brands	21
Mitigating negative spillover effects in a product-harm crisis: strategies for market leaders versus market challengers	19
From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger	19
The role of storytelling in the creation of brand love: the PANDORA case	19
Exploring brand purpose dimensions for non-profit organizations	18
What makes a corporate heritage brand authentic for consumers? A semiotic approach	18
Human-like versus me-like brands in corporate social responsibility: the effectiveness of brand anthropomorphism on social perceptions and buying pleasure of brands	18
Arctic narratives: brewing a brand with neolocalism	18
Human values as added value(s) in consumer brand congruence: a comparison with traits and functional requirements	17

Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust	16
Impact of customer-based corporate reputation on customer engagement behaviors: customer identification and brand love as mediators and industry type as a moderator	15
Influencer-brand fit and brand dilution in China’s luxury market: the moderating role of self-concept clarity	14
Social media brand posts and customer engagement	13
Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity	13
Omnichannel retailer brand experience: conceptualisation and proposal of a comprehensive scale	13
Revisiting the effects of inward negative emotions on outward negative emotions, brand loyalty, and negative WOM	12
When do consumers prefer AI-enabled customer service? The interaction effect of brand personality and service provision type on brand attitudes and purchase intentions	12
Synergistic effect of matching corporate and product brand images on purchase intentions: Comparing the importance of functional and emotional value	11
Cocreated brand value: theoretical model and propositions	11
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	11
Branded content experience in social media settings: a consumer culture theory perspective	11
Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism	10
Storytelling in advertisements: understanding the effect of humor and drama on the attitude toward brands	9
Building brand loyalty on social media: theories, measurements, antecedents, and consequences	9
Organizational resilience and internal branding: investigating the effects triggered by self-service technology	9
The impact of interpersonal traits (extraversion and agreeableness) on consumers’ self-brand connection and communal-brand connection with anthropomorphized brands	9
Brand management and sustainability: exploring potential for the transformative power of brands	9
Luxurious and responsible? Consumer perceptions of corporate social responsibility efforts by luxury versus mass-market brands	8
Looking forward, looking back: developing a narrative of the past, present and future of a brand	8
Stability or instability: the impact of brand concepts on logo design preferences	8
Motivating gender toward co-creation: a study on hedonic activities, social importance, and personal values	8
Beware, an underdog may bite: literature review and brand management framework in the context of underdog brands	8
Engaging with intelligent voice assistants for wellbeing and brand attachment	8
Conceptualising attitudes towards brand genuinuity: scale development and validation	8
Enlightening the brand building–audience response link	8
Measuring brand personality using emoji: findings from Mokken scaling	8
The anthropomorphic brand logo and its effect on perceived functional performance	8
Spillover effects of competitive rivalry on brand extensions	8
From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity	7
Antecedents and consequences of emotional attachment to sport teams brands	7
Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study	7
Peer effects on brand activism: evidence from brand and user chatter on Twitter	7
The influence of brand sustainability on purchase intentions: the mediating role of brand impressions and brand attitudes	7
Effects of sponsorship quality and quantity on employee brand behavior	7
The effects of nostalgia marketing on consumers’ brand extension evaluation	7
Brand equity retention after rebranding: a resource-based perspective	6
The role of transactionality of mobile branded apps in brand experience and its impact on loyalty	6
Brand activism as a marketing strategy: an integrative framework and research agenda	6
Brand heritage across cultures: U.S.A., France and South Korea	6
Brand passion: a systematic review and future research agenda	6
Practices of brand extensions and how consumers respond to FMCG giants’ greening attempts	6
Intra-brand image confusion: effects of assortment width on brand image perception	5
The perceptual antecedents of brand anthropomorphism in the name-brand voice assistant context	5
Do well, do good, and know your audience: the double-edged sword of values-based CSR communication	5
Gratifications sought versus gratifications achieved in online brand communities: satisfaction and motives of lurkers and posters	5
Invented corporate heritage brands	5
Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands	5
The presence of the omni-temporal: theoretical foundations of (corporate) brand heritage design	5
Brands as personal narratives: learning from user–YouTube–brand interactions	5

Addressing the eco-gender gap in men through power and sustainability self-efficacy	5
Biomorphic visual identity of a brand and its effects: a holistic perspective	5
Understanding worldview beliefs to allay skepticism toward CSR advertising	5
Building brand meaning in social entrepreneurship organizations: the social impact brand model	5
How should organizations engage and build relationships with mobile publics on social messengers	5
Managerial corporate brand orientation: explication, significance, and antecedents	5