Marketing Theory

Papers
(The H4-Index of Marketing Theory is 15. 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.)
ArticleCitations
Decolonizing consumer research: Re-thinking qualitative research methods with African immigrants50
Church advertising and the marketization of religious hegemony29
Nurturing an aesthetic tribe: Consuming and (re)producing ‘Quarantine Art’28
Introduction to the special section: Tribal marketing after Covid25
Market mutton dressed as ÜberLamb: Diagnosing the commodification of self-overcoming24
Atmospheres of silence22
The cultural underpinnings of platformization: How social movement organizations helped form the category of the sharing economy21
Food prosumption technologies: A symbiotic lens for a degrowth transition21
Moral market compliance: How a logic of activism is used to ‘fem wash’ market violence against women in the user-generated pornography market21
Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer21
The unfolding of conceivable practice trajectories as market-making opportunities17
Navigating spirituality in vegan fashion consumption: Purification and transgression tolerance16
“Sometime in the future”—The technology entrepreneur as utopian market hero16
Advancing conceptual clarity in marketing science: Delineating process and systems perspectives on value co-creation16
Marketing-as-practice: A framework and research agenda for value-creating marketing activity15
Running thoughts through music. A musical inflection of the sonic turn in consumer research15
Inclusion by exclusion: Contextualizing the context of Black Joy15
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