OOIR: Observatory of International Research

Papers

(The TQCC of Marketing Theory is 6. 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 2020-11-01 to 2024-11-01.)

Article	Citations
Value co-destruction: Review and conceptualization of interactive value formation	63
How advertising got ‘woke’: The institutional role of advertising in the emergence of gender progressive market logics and practices	32
The broadening boundaries of materialism	28
Something old, something new: Enabled theory building in qualitative marketing research	27
Bleak signs of our times: Descent into ‘Terminal Marketing’	19
Machines driving machines: Deleuze and Guattari’s asignifying unconscious	18
Understanding value creation in digital context: An empirical investigation of B2B	16
The ethical consumption cap and mean market morality	16
Post-postmodern consumer authenticity, shantay you stay or sashay away? A netnography of RuPaul’s Drag Race fans	16
Landing in affective atmospheres	16
Object-oriented marketing theory	15
Hierarchies of knowledge about intersectionality in marketing theory and practice	15
Epistemic in/justice: Towards ‘Other’ ways of knowing	13
High-fidelity consumption and the claustropolitan structure of feeling	13
See finish! Scunnered!! A vernacular critique of hierarchies of knowledge in marketing	13
The queer manifesto: Imagining new possibilities and futures for marketing and consumer research	12
Introduction to special issue: Hierarchies of knowledge in marketing theory	12
Toward a divine economic system: Understanding exchanges in a religious consumption field	12
The r/wallstreetbets ‘war machine’: Explicating dynamics of consumer resistance and capture	11
Immersive imaginative hedonism: Daydreaming as experiential ‘consumption’	11
Eudaimonia: The sociocultural value of consumers’ social labor	11
Poetizing to improve consumer representation	10
Marketing-as-practice: A framework and research agenda for value-creating marketing activity	9
How brands mobilize status, reputation, and legitimacy cues to signal their social standing: The case of luxury watchmaking	9
Tickling tensions: Gazing into the parallax gap of the multicultural imaginary	9

Writing telepathy back into marketing theory	8
Splashing in deep waters of theory: A commentary section on Sandberg and Alvesson’s (2020) “Meanings of theory”	8
Social linking practices across physical distance: The material constitution of sociality	8
Failure: Perspectives and prospects in marketing and consumption theory	8
Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer	8
Why do crowds cause trouble? Exploring affective instability in collectivity	7
Reclaiming the witch: Processes and heroic outcomes of consumer mythopoesis	7
The role of institutions in non-Western contexts in reinforcing West-centric knowledge hierarchies: Towards more self-reflexivity in marketing and consumer research	7
Stigmas that matter: Diffracting marketing stigma theoretics	7
Agencing the digitalised marketer: Exploring the boundary workers at the cross-road of (e)merging markets	6
Crossing wires: short-circuiting marketing theory	6
‘Which part of the day is (wo)man o’clock?’: Desires, urges and possibilities of (un)becoming	6
The scalar politics of difference: Researching consumption and marketing outside the west	6
Resource entanglement and indeterminacy: Advancing the service-dominant logic through the philosophy of Karen Barad	6
Happiness and co-creation of value: Playing the blues	6