Leaderboards/Consumer Behavior in Brand Consumption and Identification

Consumer Behavior in Brand Consumption and Identification

Last updated July 7, 2026

Rising Stars

New and hot

Rising Stars Researchers

1
Rebeka-Anna Pop
Babeș-Bolyai University
2
Shadma Shahid
Ted Rogers Centre for Heart Research
3
Shobhana Chandra
Institute of Technology Management
4
Samuel Phiri
Unknown
5
Claudia Franke
Saarland University
6
Andrew Mason
Juntendo University
7
Pei-San Lo
UCSI University
8
Kiwoong Yoo
Knoxville College
9
Xin Qi
Ocean University of China
10
Omayma AlFarraj
University of Jordan

Rising Stars Papers

1
Zambian Consumers and the Country-of-Origin Effect
International Journal of Innovative Science and Research Technology (IJISRT)|2024
453 cit.
2
The role of psychological distance and construal level in explaining the effectiveness of human-like vs. cartoon-like virtual influencers
Journal of Business Research|2024
58 cit.
3
Shared moments, lasting impressions: Experience co-creation via travel livestreaming
Journal of Hospitality and Tourism Management|2024
34 cit.
4
One requirement, multiple insights: The impact of innovation job requirement on employee radical and incremental creativity
Journal of Business Research|2025
23 cit.
5
A whole new world, a new fantastic point of view: Charting unexplored territories in consumer research with generative artificial intelligence
Journal of the Academy of Marketing Science|2025
22 cit.
6
Brand love and customer brand engagement for masstige: a cross-cultural perspective
Journal of Product & Brand Management|2025
21 cit.
7
Functional characterization of a novel Chlamydomonas reinhardtii hydrolase involved in biotransformation of chloramphenicol
Water Research|2024
16 cit.
8
What drives metaverse retail environments (non)usage? A behavioral reasoning theory perspective
Technological Forecasting and Social Change|2024
15 cit.
9
Food Retail Resilience Pre-, during, and Post-COVID-19: A Bibliometric Analysis and Research Agenda
Foods|2024
11 cit.
10
Unveiling the role of tropinone reductase I in biodegradation of oxytetracycline: Identifying antibiotic deactivation enzymes to enhance engineering feasibility of microalgae-based biotechnologies
Chemical Engineering Journal|2025
10 cit.

Emerging Leaders

Gaining momentum

Emerging Leaders Researchers

1
Sergio Ibáñez‐Sánchez
Universidad de Zaragoza
2
Chloe Rushworth
Northumbria University
3
Chris Hinsch
Grand Valley State University
4
Raymond Welling
Macquarie University
5
Maegan Verspaget
Tilburg University
6
Justine Rapp Farrell
University of San Diego
7
Mónika‐Anetta Alt
Babeș-Bolyai University
8
Gillian Brooks
Universities UK
9
Ninh Nguyen
MIT University
10
Hyoyeun Jun
University of Georgia

Emerging Leaders Papers

1
Augmented reality filters on social media. Analyzing the drivers of playability based on uses and gratifications theory
Psychology and Marketing|2022
157 cit.
2
Do consumers stick with good-looking broadcasters? The mediating and moderating mechanisms of motivation and emotion
Journal of Business Research|2022
65 cit.
3
Context in augmented reality marketing: Does the place of use matter?
Psychology and Marketing|2023
58 cit.
4
Digitalization strategy adoption: The roles of key stakeholders, big data organizational culture, and leader commitment
International Journal of Hospitality Management|2023
55 cit.
5
The 4C framework: Towards a holistic understanding of consumer engagement with augmented reality
Computers in Human Behavior|2023
49 cit.
6
Luxury hotels' green practices and consumer brand identification: The roles of perceived green service innovation and perceived values
Business Strategy and the Environment|2023
46 cit.
7
Green practices as an effective business strategy to influence the behavior of hotel guests in the luxury hotel sector: Evidence from an emerging market
Business Strategy and the Environment|2022
44 cit.
8
An exploration and importance-performance analysis of bus rapid transit systems’ service quality attributes: Evidence from an emerging economy
Transport Policy|2023
40 cit.
9
Getting a little too personal? Positive and negative effects of personalized advertising on online multitaskers
Telematics and Informatics|2022
33 cit.
10
Evaluating the Impact of E-Service Quality on Customer Intention to Use Video Teller Machine Services
Journal of Open Innovation Technology Market and Complexity|2022
31 cit.

Current Senior Leaders

Established & currently active

Current Senior Leaders Researchers

1
Marko Sarstedt
Babeș-Bolyai University
2
Valarie A. Zeithaml
University of North Carolina at Chapel Hill
3
Bernard J. Jaworski
University of Arizona
4
A. Parasuraman
Texas A&M University
5
Dhruv Grewal
University of Bath
6
Geoffrey N. Soutar
Curtin University
7
Robert F. Lusch
University of Arizona
8
Kevin Lane Keller
Columbia University
9
Dwayne D. Gremler
Bowling Green State University
10
SooCheong Jang
State Street (United States)

Current Senior Leaders Papers

1
A new criterion for assessing discriminant validity in variance-based structural equation modeling
Journal of the Academy of Marketing Science|2014
33.7k cit.
2
SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality
Zenodo (CERN European Organization for Nuclear Research)|1988
21.2k cit.
3
PLS-SEM: Indeed a Silver Bullet
The Journal of Marketing Theory and Practice|2011
20.9k cit.
4
A Conceptual Model of Service Quality and Its Implications for Future Research
Journal of Marketing|1985
17.2k cit.
5
Evolving to a New Dominant Logic for Marketing
Journal of Marketing|2003
14.4k cit.
6
Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence
Journal of Marketing|1988
12.7k cit.
7
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Journal of Marketing|1993
10.5k cit.
8
A Conceptual Model of Service Quality and Its Implications for Future Research
Journal of Marketing|1985
10k cit.
9
Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence
Journal of Marketing|1988
9.8k cit.
10
The Behavioral Consequences of Service Quality
Journal of Marketing|1996
8.7k cit.

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