Marketing Theory

Papers
(The H4-Index of Marketing Theory is 14. 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 2021-05-01 to 2025-05-01.)
ArticleCitations
Nurturing an aesthetic tribe: Consuming and (re)producing ‘Quarantine Art’38
Church advertising and the marketization of religious hegemony36
Market mutton dressed as ÜberLamb: Diagnosing the commodification of self-overcoming34
Introduction to the special section: Tribal marketing after Covid28
Market legitimation in countercultural market change22
Food prosumption technologies: A symbiotic lens for a degrowth transition21
Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer20
Navigating spirituality in vegan fashion consumption: Purification and transgression tolerance19
The unfolding of conceivable practice trajectories as market-making opportunities18
Moral market compliance: How a logic of activism is used to ‘fem wash’ market violence against women in the user-generated pornography market15
Marketing-as-practice: A framework and research agenda for value-creating marketing activity15
The cultural underpinnings of platformization: How social movement organizations helped form the category of the sharing economy15
“Sometime in the future”—The technology entrepreneur as utopian market hero14
Money is no object: Money, cryptocurrency, fiction14
‘Which part of the day is (wo)man o’clock?’: Desires, urges and possibilities of (un)becoming14
‘Clap for “some” carers’: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers14
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