OOIR: Observatory of International Research

Papers

(The median citation count of Marketing Theory is 2. 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.)

Article	Citations
Nurturing an aesthetic tribe: Consuming and (re)producing ‘Quarantine Art’	38
Church advertising and the marketization of religious hegemony	36
Market mutton dressed as ÜberLamb: Diagnosing the commodification of self-overcoming	34
Introduction to the special section: Tribal marketing after Covid	28
Market legitimation in countercultural market change	22
Food prosumption technologies: A symbiotic lens for a degrowth transition	21
Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer	20
Navigating spirituality in vegan fashion consumption: Purification and transgression tolerance	19
The unfolding of conceivable practice trajectories as market-making opportunities	18
The cultural underpinnings of platformization: How social movement organizations helped form the category of the sharing economy	15
Moral market compliance: How a logic of activism is used to ‘fem wash’ market violence against women in the user-generated pornography market	15
Marketing-as-practice: A framework and research agenda for value-creating marketing activity	15
‘Clap for “some” carers’: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers	14
“Sometime in the future”—The technology entrepreneur as utopian market hero	14
Money is no object: Money, cryptocurrency, fiction	14
‘Which part of the day is (wo)man o’clock?’: Desires, urges and possibilities of (un)becoming	14
The queer manifesto: Imagining new possibilities and futures for marketing and consumer research	13
The platformization of consumer culture: A theoretical framework	12
The temporal nature of place-making	10
Mundane emotions: Losing yourself in boredom, time and technology	10
Crossing wires: short-circuiting marketing theory	10
From flesh to food: Exploring consumers’ fluctuations in hysteresis	10
How temporal orientations trigger, nurture and sustain deep engagement with consumption practices	9
Marketing objects as talking machines: The performative capacity of product packages	9
The broadening boundaries of materialism	9

Rethinking ‘marketing as applied economics’	9
Revenants in the marketplace: A hauntology of retrocorporation	9
Sensing privacy: Extending consumer privacy research through a consumer culture theory approach	9
(Re)conceptualising consumer interdependency of care: Persistent struggles with dependency and responsibility	9
A social capital framework to understand the particularities and power dynamics in city branding	8
The dynamics of teleoaffective configuration in practice adaptation	8
Interesting numbers: An ethnographic account of quantification, marketing analytics and facial coding data	8
Liminal consumption within Nigerian wedding rituals: The interplay between bridal identity and liminal gatekeepers	8
The making of negative being: Religion, humiliation, and consumer vulnerability	7
Sacrifice and violence in the marketplace	7
Lone not lonely: Conceptualising the lone consumer servicescape through speciality coffee	7
Extricating the concept of linking value from its tribal gangue	7
Positive luxury: A consumer-centric approach to bridging luxury and sustainability	7
Machines driving machines: Deleuze and Guattari’s asignifying unconscious	7
Research contributions in interpretivist marketing and consumer research studies: A kaleidoscopic framework	6
Can digital platforms support moralized markets? An analysis of affordances that matter to moralization	6
Epistemic in/justice: Towards ‘Other’ ways of knowing	6
Book Review: Miles Coleman: Influential machines: The rhetoric of computational performance	6
Bleak signs of our times: Descent into ‘Terminal Marketing’	6
Choice, calculation, and consumer empowerment	6
Stayin’ alive? Reflections on navigating digital dependency	6
The interplay between customers’ incidental and integral affects in value experience	6
Agencing the digitalised marketer: Exploring the boundary workers at the cross-road of (e)merging markets	5
How consumer-initiated platforms shape family and consumption	5
Blaming me, blaming you! The pendulum of blame in payday lending	5
Becoming the Black body: How (dis)comfort within affective atmospheres drives empowerment practices in Brazilian Black activism	5
When less is more: Exploring the role of silence in consumers’ identity work	5
Sycomorphism in city branding: The case of Amazon HQ2	5
Ownership technologies	5
High-fidelity consumption and the claustropolitan structure of feeling	5
Algorithmic personalization and brand loyalty: An experiential perspective	5
Clarifying and expanding the theory typology: A reply to readers’ comments	5
Meaningful choice: Existential consumer theory	4
Embodied, embedded and educated: How everyday heroes strive to save lives during a pandemic	4
From heroism to martyrdom: Entrepreneurial identity work in alternative market movements	4
Extending the life of objects and materials: Rasquache consumption for degrowth	4
Expanding understanding of brand value co-creation on social media from an S-D logic perspective: Introducing structuration theory	4
Pandemic-driven consumer behaviour: A foraging exploration	4
Art and emplacement in Northern Ireland	4
Swap party, charity shop, or clothing dump? How consumer activists frame emergent object pathways to discipline their value outcomes	4
Spheres of resonance: How consumers contribute to atmosphere’s dynamics and plurality	4
Professional reflexivity in customer involvement: Tensions and ambiguities in between identities	3
How conspicuousness becomes productive on social media	3
The multiple logics of market-based governance: How the sharing economy platform Airbnb governs user conduct	3
Neo-colonial hierarchies of knowledge in marketing: Toxic field and illusio	3
See finish! Scunnered!! A vernacular critique of hierarchies of knowledge in marketing	3
Editorial: Troubled times demand heroes: Heroic marketing and marketing heroes	3
Consumption networks in times of social distancing: Towards entrained solidarity	3
Exploring nuances of liminality: Unbridled, oriented, and restrained liminality in cultural rituals	3
Envisioning post-growth marketing: A dystopian-optimist’s guide	3

Old gods, new world: Theoretical advances in the marketization and the consumption of religion	3
Tickling tensions: Gazing into the parallax gap of the multicultural imaginary	3
The (army) hero with a thousand faces: A discourse-mythological approach to theorising archetypal blending in contemporary advertising	3
Transcending paradigmatic schisms and building ontological bridges: How Russ Belk’s “extended self” became canonical consumer research	3
Romance in times of crisis: Contingent social synchronization in accelerated love markets	3
Embracing the potential of ambiguous place brands: Illustrations from the Wild Atlantic Way	2
Marketing and the theatre of the absurd	2
Humanism in marketing: Responsible leadership and the human-to-human approach	2
The r/wallstreetbets ‘war machine’: Explicating dynamics of consumer resistance and capture	2
Justificative conformity in ontologically ring-fenced fields: Problematizing the scholarly nomenclature in qualitative studies	2
Red Tsars and Iron Ladies: Exploring the role of marketing forces in the construction of political heroism	2
The even darker side of gift-giving: Understanding sustained exploitation in family consumption system	2
Religion in neoliberal times: The global spread of marketization, implications for religion, and future research directions	2