OOIR: Observatory of International Research

Papers

(The median citation count of Marketing Theory is 3. 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.)

Article	Citations
Introduction to the special section: Tribal marketing after Covid	39
Market mutton dressed as ÜberLamb: Diagnosing the commodification of self-overcoming	34
Church advertising and the marketization of religious hegemony	31
Nurturing an aesthetic tribe: Consuming and (re)producing ‘Quarantine Art’	28
Food prosumption technologies: A symbiotic lens for a degrowth transition	27
The cultural underpinnings of platformization: How social movement organizations helped form the category of the sharing economy	25
Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer	25
The unfolding of conceivable practice trajectories as market-making opportunities	22
Moral market compliance: How a logic of activism is used to ‘fem wash’ market violence against women in the user-generated pornography market	21
Navigating spirituality in vegan fashion consumption: Purification and transgression tolerance	21
“Sometime in the future”—The technology entrepreneur as utopian market hero	20
Marketing-as-practice: A framework and research agenda for value-creating marketing activity	19
The queer manifesto: Imagining new possibilities and futures for marketing and consumer research	17
Running thoughts through music. A musical inflection of the sonic turn in consumer research	17
Money is no object: Money, cryptocurrency, fiction	17
The platformization of consumer culture: A theoretical framework	16
‘Clap for “some” carers’: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers	16
Crossing wires: short-circuiting marketing theory	15
From flesh to food: Exploring consumers’ fluctuations in hysteresis	15
Revenants in the marketplace: A hauntology of retrocorporation	15
The temporal nature of place-making	14
Mundane emotions: Losing yourself in boredom, time and technology	13
Marketing objects as talking machines: The performative capacity of product packages	12
How temporal orientations trigger, nurture and sustain deep engagement with consumption practices	12
Rethinking ‘marketing as applied economics’	11

Marketing (for) a post-growth future	11
Ontological (in)security in servicescapes: Consuming the Christmas market experience	11
Timescapes of brand co-creation: A time-based multi-stakeholder place branding framework	10
Liminal consumption within Nigerian wedding rituals: The interplay between bridal identity and liminal gatekeepers	10
The dynamics of teleoaffective configuration in practice adaptation	10
Extricating the concept of linking value from its tribal gangue	10
Sensing privacy: Extending consumer privacy research through a consumer culture theory approach	10
A social capital framework to understand the particularities and power dynamics in city branding	10
Degrowth and the future of marketing	10
(Re)conceptualising consumer interdependency of care: Persistent struggles with dependency and responsibility	10
Sacrifice and violence in the marketplace	10
DeGrowth and marketing: Their critical interdependence	10
Servicescape, standards, and the plus-size consumer subject	10
Bleak signs of our times: Descent into ‘Terminal Marketing’	9
Taboo theorists: Karl Marx and marketing theory	9
Stayin’ alive? Reflections on navigating digital dependency	9
Positive luxury: A consumer-centric approach to bridging luxury and sustainability	9
Research contributions in interpretivist marketing and consumer research studies: A kaleidoscopic framework	8
The making of negative being: Religion, humiliation, and consumer vulnerability	8
Threshold atmospheres: Conjuring the affective in inflection	7
Sycomorphism in city branding: The case of Amazon HQ2	7
Book Review: Influential machines: The rhetoric of computational performance MilesColeman, (2023) Influential Machines: The Rhetoric of Computational Performance, Columbia: University of South Carolin	7
Can digital platforms support moralized markets? An analysis of affordances that matter to moralization	7
Choice, calculation, and consumer empowerment	7
Flash ethnography: Dispatches from the field	7
Epistemic in/justice: Towards ‘Other’ ways of knowing	7
Marketing Theory Amid a Genocide	6
When less is more: Exploring the role of silence in consumers’ identity work	6
Becoming the Black body: How (dis)comfort within affective atmospheres drives empowerment practices in Brazilian Black activism	6
Algorithmic personalization and brand loyalty: An experiential perspective	6
Ownership technologies	6
The interplay between customers’ incidental and integral affects in value experience	6
Art and emplacement in Northern Ireland	5
Swap party, charity shop, or clothing dump? How consumer activists frame emergent object pathways to discipline their value outcomes	5
Agencing the digitalised marketer: Exploring the boundary workers at the cross-road of (e)merging markets	5
Meaningful choice: Existential consumer theory	5
Embodied, embedded and educated: How everyday heroes strive to save lives during a pandemic	5
How consumer-initiated platforms shape family and consumption	5
Extending the life of objects and materials: Rasquache consumption for degrowth	5
Pandemic-driven consumer behaviour: A foraging exploration	5
Expanding understanding of brand value co-creation on social media from an S-D logic perspective: Introducing structuration theory	4
From heroism to martyrdom: Entrepreneurial identity work in alternative market movements	4
Neo-colonial hierarchies of knowledge in marketing: Toxic field and illusio	4
Consumption networks in times of social distancing: Towards entrained solidarity	4
Envisioning post-growth marketing: A dystopian-optimist’s guide	4
Old gods, new world: Theoretical advances in the marketization and the consumption of religion	4
Editorial: Troubled times demand heroes: Heroic marketing and marketing heroes	4
Transcending paradigmatic schisms and building ontological bridges: How Russ Belk’s “extended self” became canonical consumer research	4
The (army) hero with a thousand faces: A discourse-mythological approach to theorising archetypal blending in contemporary advertising	4
Professional reflexivity in customer involvement: Tensions and ambiguities in between identities	4

Spheres of resonance: How consumers contribute to atmosphere’s dynamics and plurality	4
Exploring nuances of liminality: Unbridled, oriented, and restrained liminality in cultural rituals	4
How conspicuousness becomes productive on social media	4
The r/wallstreetbets ‘war machine’: Explicating dynamics of consumer resistance and capture	3
Justificative conformity in ontologically ring-fenced fields: Problematizing the scholarly nomenclature in qualitative studies	3
See finish! Scunnered!! A vernacular critique of hierarchies of knowledge in marketing	3
Humanism in marketing: Responsible leadership and the human-to-human approach	3
Romance in times of crisis: Contingent social synchronization in accelerated love markets	3
The even darker side of gift-giving: Understanding sustained exploitation in family consumption system	3
Marketing and the theatre of the absurd	3
Red Tsars and Iron Ladies: Exploring the role of marketing forces in the construction of political heroism	3
The multiple logics of market-based governance: How the sharing economy platform Airbnb governs user conduct	3
Embracing the potential of ambiguous place brands: Illustrations from the Wild Atlantic Way	3