OOIR: Observatory of International Research

Papers

(The TQCC of Marketing Theory is 7. 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.)

Article	Citations
Decolonizing consumer research: Re-thinking qualitative research methods with African immigrants	50
Church advertising and the marketization of religious hegemony	29
Nurturing an aesthetic tribe: Consuming and (re)producing ‘Quarantine Art’	28
Introduction to the special section: Tribal marketing after Covid	25
Market mutton dressed as ÜberLamb: Diagnosing the commodification of self-overcoming	24
Atmospheres of silence	22
Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer	21
The cultural underpinnings of platformization: How social movement organizations helped form the category of the sharing economy	21
Food prosumption technologies: A symbiotic lens for a degrowth transition	21
Moral market compliance: How a logic of activism is used to ‘fem wash’ market violence against women in the user-generated pornography market	21
The unfolding of conceivable practice trajectories as market-making opportunities	17
Advancing conceptual clarity in marketing science: Delineating process and systems perspectives on value co-creation	16
Navigating spirituality in vegan fashion consumption: Purification and transgression tolerance	16
“Sometime in the future”—The technology entrepreneur as utopian market hero	16
Inclusion by exclusion: Contextualizing the context of Black Joy	15
Marketing-as-practice: A framework and research agenda for value-creating marketing activity	15
Running thoughts through music. A musical inflection of the sonic turn in consumer research	15
‘Clap for “some” carers’: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers	14
Consuming in solitude: The co-creation of atmosphere	13
Money is no object: Money, cryptocurrency, fiction	13
The platformization of consumer culture: A theoretical framework	13
From flesh to food: Exploring consumers’ fluctuations in hysteresis	13
Commentary on feminist research in marketing and consumer behaviour	12
Revenants in the marketplace: A hauntology of retrocorporation	12
How temporal orientations trigger, nurture and sustain deep engagement with consumption practices	11

The temporal nature of place-making	11
Sensing privacy: Extending consumer privacy research through a consumer culture theory approach	11
Marketing objects as talking machines: The performative capacity of product packages	11
Mundane emotions: Losing yourself in boredom, time and technology	11
How low-income consumers negotiate intended egalitarian practices in the marketplace	10
Marketing (for) a post-growth future	10
(Re)conceptualising consumer interdependency of care: Persistent struggles with dependency and responsibility	10
Timescapes of brand co-creation: A time-based multi-stakeholder place branding framework	10
Ontological (in)security in servicescapes: Consuming the Christmas market experience	10
Value is in the eye of the beholder – but what if the beholder has no eye? RekettyeGáborLiuJonathanDanyiPál. Value is in the Eye of the Beholder – but What if the Beholder has No Eye?. Palgrave Macmil	10
Makeshifting matters: How consumer informal production reconfigures consumption practice	9
Liminal consumption within Nigerian wedding rituals: The interplay between bridal identity and liminal gatekeepers	9
Marketing theory and critique	9
The dynamics of teleoaffective configuration in practice adaptation	8
DeGrowth and marketing: Their critical interdependence	7
Degrowth and the future of marketing	7
AI transforming B2C relationships and relational exchange theory	7
Enhancing inclusion through a service infrastructure of kindness	7
A social capital framework to understand the particularities and power dynamics in city branding	7
Extricating the concept of linking value from its tribal gangue	7
Servicescape, standards, and the plus-size consumer subject	7