OOIR: Observatory of International Research

Papers

(The TQCC of Marketing Theory is 9. 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
Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer	25
The cultural underpinnings of platformization: How social movement organizations helped form the category of the sharing economy	25
The unfolding of conceivable practice trajectories as market-making opportunities	22
Navigating spirituality in vegan fashion consumption: Purification and transgression tolerance	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
“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
Money is no object: Money, cryptocurrency, fiction	17
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
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
From flesh to food: Exploring consumers’ fluctuations in hysteresis	15
Revenants in the marketplace: A hauntology of retrocorporation	15
Crossing wires: short-circuiting marketing theory	15
The temporal nature of place-making	14
Mundane emotions: Losing yourself in boredom, time and technology	13
How temporal orientations trigger, nurture and sustain deep engagement with consumption practices	12
Marketing objects as talking machines: The performative capacity of product packages	12
Ontological (in)security in servicescapes: Consuming the Christmas market experience	11

Rethinking ‘marketing as applied economics’	11
Marketing (for) a post-growth future	11
(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
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
Positive luxury: A consumer-centric approach to bridging luxury and sustainability	9
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