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 2020-03-01 to 2024-03-01.)

Article	Citations
Value co-destruction: Review and conceptualization of interactive value formation	45
(Re)thinking place atmospheres in marketing theory	28
How advertising got ‘woke’: The institutional role of advertising in the emergence of gender progressive market logics and practices	26
Lunch of the last human: Nutritionally complete food and the fantasies of market-based progress	24
The broadening boundaries of materialism	22
Enchantment and perpetual desire: Theorizing disenchanted enchantment and technology adoption	22
The haunting specter of retro consumption	18
Something old, something new: Enabled theory building in qualitative marketing research	18
Machines driving machines: Deleuze and Guattari’s asignifying unconscious	16
Understanding value creation in digital context: An empirical investigation of B2B	15
“Something is missing”: Melancholia and belonging in collective consumption	14
The value in de-emphasizing structure in liquidity	13
Bleak signs of our times: Descent into ‘Terminal Marketing’	13
(Wo)men on top? Postfeminist contradictions in young women’s sexual narratives	12
Landing in affective atmospheres	12
See finish! Scunnered!! A vernacular critique of hierarchies of knowledge in marketing	12
From goods-dominant logic to service-dominant logic? Service, service capitalism and service socialism	12
Feral segmentation: How cultural intermediaries perform market segmentation in the wild	11
Nostalgia and pastiche in the post-postmodern zeitgeist: The ‘postcar’ from Italy	11
The ethical consumption cap and mean market morality	10
Object-oriented marketing theory	10
Introduction to special issue: Hierarchies of knowledge in marketing theory	10
Post-postmodern consumer authenticity, shantay you stay or sashay away? A netnography of RuPaul’s Drag Race fans	10
The interrupted world: Surrealist disruption and altered escapes from reality	10
Poetizing to improve consumer representation	9

The queer manifesto: Imagining new possibilities and futures for marketing and consumer research	9
Eudaimonia: The sociocultural value of consumers’ social labor	9
High-fidelity consumption and the claustropolitan structure of feeling	9
The continuing significance of social structure in liquid modernity	8
Hierarchies of knowledge about intersectionality in marketing theory and practice	8
Immersive imaginative hedonism: Daydreaming as experiential ‘consumption’	8
Epistemic in/justice: Towards ‘Other’ ways of knowing	8
How brands mobilize status, reputation, and legitimacy cues to signal their social standing: The case of luxury watchmaking	7
Splashing in deep waters of theory: A commentary section on Sandberg and Alvesson’s (2020) “Meanings of theory”	7
Tickling tensions: Gazing into the parallax gap of the multicultural imaginary	7
Failure: Perspectives and prospects in marketing and consumption theory	7
Autonomy as license to operate: Establishing the internal and external conditions of informed choice in marketing	7
Happiness and co-creation of value: Playing the blues	6
The role of institutions in non-Western contexts in reinforcing West-centric knowledge hierarchies: Towards more self-reflexivity in marketing and consumer research	5
Toward a divine economic system: Understanding exchanges in a religious consumption field	5
Why do crowds cause trouble? Exploring affective instability in collectivity	5
Social linking practices across physical distance: The material constitution of sociality	4
Blaming me, blaming you! The pendulum of blame in payday lending	4
‘Which part of the day is (wo)man o’clock?’: Desires, urges and possibilities of (un)becoming	4
Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer	4
The scalar politics of difference: Researching consumption and marketing outside the west	4
Reclaiming the witch: Processes and heroic outcomes of consumer mythopoesis	4
The transformation of selling for value co-creation: Antecedents and boundary conditions	4
The r/wallstreetbets ‘war machine’: Explicating dynamics of consumer resistance and capture	4
Clarifying and expanding the theory typology: A reply to readers’ comments	4
Consumption logistics and the ordering of market systems	4
Interesting numbers: An ethnographic account of quantification, marketing analytics and facial coding data	4
From heroism to martyrdom: Entrepreneurial identity work in alternative market movements	3
Stigmas that matter: Diffracting marketing stigma theoretics	3
Exogenous cognition and cognitive state theory: The plexus of consumer analytics and decision-making	3
The social thickening of market futures: Exploring the discursive work of drone visioneers	3
Agencing the digitalised marketer: Exploring the boundary workers at the cross-road of (e)merging markets	3
The (army) hero with a thousand faces: A discourse-mythological approach to theorising archetypal blending in contemporary advertising	3
Marketing-as-practice: A framework and research agenda for value-creating marketing activity	3
‘He’s got the touch’: Tracing the masculine regulation of the body schema in reciprocal relations between ‘self-others-things’	3
The interplay between customers’ incidental and integral affects in value experience	2
Customer experiences in crisis situations: An agency-structure perspective	2
Mundane emotions: Losing yourself in boredom, time and technology	2
‘Clap for “some” carers’: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers	2
Editorial: Troubled times demand heroes: Heroic marketing and marketing heroes	2
Lone not lonely: Conceptualising the lone consumer servicescape through speciality coffee	2
Nurturing an aesthetic tribe: Consuming and (re)producing ‘Quarantine Art’	2
Where spirituality and religion meet gender and sexuality: Toward a research agenda for intersectional marketing theory	2
Neo-colonial hierarchies of knowledge in marketing: Toxic field and illusio	2
Crossing wires: short-circuiting marketing theory	2
Writing telepathy back into marketing theory	2
Money is no object: Money, cryptocurrency, fiction	2
Pandemic-driven consumer behaviour: A foraging exploration	2
Less than net zero: Redirecting capitalist fantasies through fetishistic reversal	2
It’s no joke: The critical power of a laughing chorus	2

Rethinking ‘marketing as applied economics’	2
Consumption networks in times of social distancing: Towards entrained solidarity	2
Boo!	2
Collective storytelling: Value co-creation in narrative-based goods	2
When consumers live several experiences in one: Syncretic thematization and consumers’ productive use of free time	2
Restless platformance: How prosumer practices change platform markets	2
Liminal consumption within Nigerian wedding rituals: The interplay between bridal identity and liminal gatekeepers	2