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 2022-05-01 to 2026-05-01.)

Article	Citations
The dark side of conscientious branding: exploring the interplay between moral failures and organizational resilience	101
Conscientious corporate brands: the roles of organisational purpose, organisational culture, brand authenticity and corporate social responsibility	74
The brand activism paradox: a recursive loop of risk and resolution	46
Trendy brands: what makes a brand perceived as trendy	45
Welcome, new brand colleague! A conceptual framework for efficient and effective human–AI co-creation for creative brand voice	34
Brand heritage across cultures: U.S.A., France and South Korea	30
A counterinsurgent (COIN) framework to defend against consumer activists	30
Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands	30
We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty	30
How rarity and exclusivity influence types of perceived value for luxury	27
Addressing the eco-gender gap in men through power and sustainability self-efficacy	27
Brand equity and corporate social irresponsibility: evidence from an emerging market	26
Brand authenticity and consumers’ willingness to pay a premium price (WPP): The mediating role of brand identification	26
Effects of brand management culture on employee behaviors: the mediating roles of brand identification and perceived organizational performance	24
Victims: the missing piece in stakeholder-focused brand management puzzles	24
The impact of live chat, streamer presence, and suspense on brand recognition in social live streaming services	22
The resilient grass in the storm: brand resilience in uncertain contexts	22
The presence of the omni-temporal: theoretical foundations of (corporate) brand heritage design	22
Holistic augmented reality brand equity (HARBE) model: building customer-based brand equity through augmented reality	22
Building brand meaning in social entrepreneurship organizations: the social impact brand model	21
Exploring the effect of incidental priming when measuring trademark genericism	19
Media coverage and band equity: evidence from China with institutional moderators	19
Branding: too often overlooked in disruptive innovation and social purpose arenas	18
Sticks and stones: how resistance to negative information helps strong brands thrive	18
Brand stigmatization: how do new brand users influence original brand users?	18

Would luxury brands benefit from empowering consumers in product decision-making?	18
Correction to: Conscientious corporate brands: the roles of organisational purpose, organisational culture, brand authenticity and corporate social responsibility	18
The power of traditional culture: elevating brands through traditional cultural concepts in advertising	17
Authenticity or opportunism: consumers’ perception of brand activism practices and the mediating role of consumer-brand identification	17
Using value co-creation behavior as a mediator to explore the influence of virtual tourism community characteristics on destination brand equity	16
User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement	16
Engaging through storytelling: the interplay of engagement with a story, cause, and charity	16
The brand manager as practical author. An empirical study of the co-creation of a CSR-based brand	15
Luxurious and responsible? Consumer perceptions of corporate social responsibility efforts by luxury versus mass-market brands	14
AI service impacts on brand image and customer equity: empirical evidence from China	14
Measuring social media customer engagement with brands based on information entropy: an application case of luxury brand	14
Influence of celebrity endorsement on brand equity: the roles of credibility and brand identification	14
The effect of self-congruity and perceived sustainable actions in luxury branding	13
‘Why Do It?’ Revoicing an iconic brand for an anxious generation	13
Brand passion: a systematic review and future research agenda	12
Impacts of design aesthetics, brand equity, and trust on electric vehicle purchase intention: an empirical study	12
‘Pink is for girls, blue is for boys’ exploring brand gender identity in children’s clothing, a post-evaluation of British retailer John Lewis	12
On the run for value: exploring the relevance of consumer goals for consumer relationships on brand flagship platforms	12
Redefining brand identity and internal communications in turbulent times: the case of Banco Sabadell	11
A proposed brand architecture model for UK fashion brands	11
Heraldry, mottos, and corporate heritage discovery at the University of Strathclyde: a case of useful learning	11
Beauty and the brands: the interplay of celebrity attractiveness, brand envy, and social comparison in shaping masstige brand passion in hospitality	11
The influence of marketing communications agencies on activist brands’ moral competency development and ability to engage in authentic brand activism: Wieden+Kennedy ‘Just Does It’	11
Spurring and sustaining online consumer activism: the role of cause support and brand relationship in microlevel action frames	11
Assessing CSR initiatives: towards the development of a net benefits scorecard	11
Walk the talk: role of credibility cues in consumer evaluation of brand activism across diverse socio-political contexts	10
Special edition: corporate heritage brand design	10
Self-concept and brand loyalty: Insights from major life events and coping mechanisms	10
Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust	10
The role of transactionality of mobile branded apps in brand experience and its impact on loyalty	10
How brand coolness influences customers’ willingness to co-create? The mediating effect of customer inspiration and the moderating effect of customer interaction	10
The impact of brand orientation on firm performance: examining the role of innovation and branding dynamic capabilities	9
Antecedents and consequences of emotional attachment to sport teams brands	9
Act your age to engage: field evidence on parent versus brand extension	9
How persuasive is woke brand communication on social media? Evidence from a consumer engagement analysis on Facebook	8
How can conscientious brands best influence consumers’ sustainable behaviours? The role of sustainable brand equity in consumer responses to carbon offsetting messages	8
In search of mechanisms for influencer defence: the consequences of influencer credibility and authenticity	8
Does the impact of corporate brand name changes differ between online and offline channels? The case of McDonald’s China	7
Don't make ads, make TikTok’s: media and brand engagement through Gen Z's use of TikTok and its significance in purchase intent	7
Peer effects on brand activism: evidence from brand and user chatter on Twitter	7
Past, present and future of conscientious brands	7
It takes a village: examining how and when brand-specific transformational leadership affects employees in internal brand management	7
Enlightening the brand building–audience response link	7
Impact of national culture on contributors’ performance in brand co-creation: insights from a crowdsourcing platform	7
The perceptual antecedents of brand anthropomorphism in the name-brand voice assistant context	6
Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands	6
How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side	5
What’s in a face? Exploring the democratisation of brand building through faceless marketing strategies	5
Phonetic, semantic, and phono-semantic methods of brand name translation: an eye-tracking study on Chinese consumers’ perception	5
‘The Good Place’: investigating the social responsibility image of countries and its impact on the attractiveness of highly skilled workers	5

Decoding celebrity-owned brand coolness: exploring its impact on brand experience through tight and loose cultural contexts	5
How AI service quality influence brand loyalty: moderating effects of innovativeness, brand ethicality, and privacy concern	5
Necessary perceptions of family values and luxury characteristics for brand luxuriousness: evidence from luxury watch brands	5
Transforming a social media influencer’s influential power to followers’ word of mouth and purchase intention: the role of brand attachment, brand credibility, and parasocial relationship	5