OOIR: Observatory of International Research

Papers

(The TQCC of Journal of 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 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
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

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
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