OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Brand Management is 13. 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 2022-08-01 to 2026-08-01.)

Article	Citations
The dark side of conscientious branding: exploring the interplay between moral failures and organizational resilience	81
Trendy brands: what makes a brand perceived as trendy	59
The brand activism paradox: a recursive loop of risk and resolution	37
Welcome, new brand colleague! A conceptual framework for efficient and effective human–AI co-creation for creative brand voice	35
We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty	33
A counterinsurgent (COIN) framework to defend against consumer activists	33
Conscientious corporate brands: the roles of organisational purpose, organisational culture, brand authenticity and corporate social responsibility	33
How rarity and exclusivity influence types of perceived value for luxury	32
Brand heritage across cultures: U.S.A., France and South Korea	29
The influence of brand trust on firm financial performance and risk metrics	28
Addressing the eco-gender gap in men through power and sustainability self-efficacy	28
Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands	28
Victims: the missing piece in stakeholder-focused brand management puzzles	27
When and why does brand popularity lose the battle? The role of identity threat and brand hate in a cross-country setting	27
Brand equity and corporate social irresponsibility: evidence from an emerging market	27
Brand authenticity and consumers’ willingness to pay a premium price (WPP): The mediating role of brand identification	23
Effects of brand management culture on employee behaviors: the mediating roles of brand identification and perceived organizational performance	22
Building brand meaning in social entrepreneurship organizations: the social impact brand model	21
The resilient grass in the storm: brand resilience in uncertain contexts	21
The presence of the omni-temporal: theoretical foundations of (corporate) brand heritage design	21
Holistic augmented reality brand equity (HARBE) model: building customer-based brand equity through augmented reality	20
Correction to: Conscientious corporate brands: the roles of organisational purpose, organisational culture, brand authenticity and corporate social responsibility	19
Would luxury brands benefit from empowering consumers in product decision-making?	19
Sticks and stones: how resistance to negative information helps strong brands thrive	19
Exploring the effect of incidental priming when measuring trademark genericism	19

Media coverage and band equity: evidence from China with institutional moderators	19
The impact of live chat, streamer presence, and suspense on brand recognition in social live streaming services	19
Branding: too often overlooked in disruptive innovation and social purpose arenas	18
Authenticity or opportunism: consumers’ perception of brand activism practices and the mediating role of consumer-brand identification	18
Brand stigmatization: how do new brand users influence original brand users?	17
User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement	17
Engaging through storytelling: the interplay of engagement with a story, cause, and charity	17
The power of traditional culture: elevating brands through traditional cultural concepts in advertising	17
Measuring social media customer engagement with brands based on information entropy: an application case of luxury brand	15
The brand manager as practical author. An empirical study of the co-creation of a CSR-based brand	15
Using value co-creation behavior as a mediator to explore the influence of virtual tourism community characteristics on destination brand equity	15
‘Why Do It?’ Revoicing an iconic brand for an anxious generation	14
Brand passion: a systematic review and future research agenda	14
Influence of celebrity endorsement on brand equity: the roles of credibility and brand identification	14
AI service impacts on brand image and customer equity: empirical evidence from China	13
Impacts of design aesthetics, brand equity, and trust on electric vehicle purchase intention: an empirical study	13
The effect of self-congruity and perceived sustainable actions in luxury branding	13
The impact of situational logo design on perceived brand adaptability and attitudes toward older brands	13
A proposed brand architecture model for UK fashion brands	13