Marketing Theory

Papers
(The H4-Index of Marketing Theory is 16. 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 2022-01-01 to 2026-01-01.)
ArticleCitations
Introduction to the special section: Tribal marketing after Covid39
Market mutton dressed as ÜberLamb: Diagnosing the commodification of self-overcoming34
Church advertising and the marketization of religious hegemony31
Nurturing an aesthetic tribe: Consuming and (re)producing ‘Quarantine Art’28
Food prosumption technologies: A symbiotic lens for a degrowth transition27
The cultural underpinnings of platformization: How social movement organizations helped form the category of the sharing economy25
Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer25
The unfolding of conceivable practice trajectories as market-making opportunities22
Moral market compliance: How a logic of activism is used to ‘fem wash’ market violence against women in the user-generated pornography market21
Navigating spirituality in vegan fashion consumption: Purification and transgression tolerance21
“Sometime in the future”—The technology entrepreneur as utopian market hero20
Marketing-as-practice: A framework and research agenda for value-creating marketing activity19
The queer manifesto: Imagining new possibilities and futures for marketing and consumer research17
Running thoughts through music. A musical inflection of the sonic turn in consumer research17
Money is no object: Money, cryptocurrency, fiction17
The platformization of consumer culture: A theoretical framework16
‘Clap for “some” carers’: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers16
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