Mona Mrad

949 total citations · 1 hit paper
21 papers, 648 citations indexed

About

Mona Mrad is a scholar working on Marketing, Sociology and Political Science and Museology. According to data from OpenAlex, Mona Mrad has authored 21 papers receiving a total of 648 indexed citations (citations by other indexed papers that have themselves been cited), including 18 papers in Marketing, 13 papers in Sociology and Political Science and 3 papers in Museology. Recurrent topics in Mona Mrad's work include Consumer Behavior in Brand Consumption and Identification (17 papers), Digital Marketing and Social Media (10 papers) and Consumer Retail Behavior Studies (10 papers). Mona Mrad is often cited by papers focused on Consumer Behavior in Brand Consumption and Identification (17 papers), Digital Marketing and Social Media (10 papers) and Consumer Retail Behavior Studies (10 papers). Mona Mrad collaborates with scholars based in Lebanon, United Kingdom and United Arab Emirates. Mona Mrad's co-authors include Charles Cui, Zahy Ramadan, Maya F. Farah, Margaret K. Hogg, Michael R. Solomon, Zsófia Tóth, Houcine Akrout, Omar S. Itani, Jun Luo and Martin J. Liu and has published in prestigious journals such as Journal of Business Research, Industrial Marketing Management and European Journal of Marketing.

In The Last Decade

Mona Mrad

20 papers receiving 614 citations

Hit Papers

align trajectories

What are hit papers?

Hit papers significantly outperform the citation benchmark for their cohort. A paper qualifies if it has ≥500 total citations, achieves ≥1.5× the top-1% citation threshold for papers in the same subfield and year (this is the minimum needed to enter the top 1%, not the average within it), or reaches the top citation threshold in at least one of its specific research topics.

Computer-generated influencers: the rise of digital personalities

2022 98 citations Mona Mrad, Zahy Ramadan et al. Marketing Intelligence & Planning profile →

Peers — A (Enhanced Table)

Peers by citation overlap · career bar shows stage (early→late) cites · hero ref

Name	h						Papers	Cites
Mona Mrad Lebanon	12	426	394	84	76	55	21	648
Claas Christian Germelmann Germany	12	344 0.8×	418 1.1×	120 1.4×	83 1.1×	69 1.3×	39	626
Kokil Jain India	14	267 0.6×	313 0.8×	78 0.9×	117 1.5×	70 1.3×	43	568
Jun Heo South Korea	12	323 0.8×	352 0.9×	49 0.6×	121 1.6×	16 0.3×	40	647
Helen McCormick United Kingdom	14	502 1.2×	395 1.0×	91 1.1×	188 2.5×	36 0.7×	23	759
Jisu Yi South Korea	9	319 0.7×	465 1.2×	74 0.9×	139 1.8×	67 1.2×	19	636
Jookyung Kwon South Korea	13	526 1.2×	438 1.1×	180 2.1×	138 1.8×	46 0.8×	26	886
Virginia Vannucci Italy	11	362 0.8×	276 0.7×	89 1.1×	169 2.2×	109 2.0×	17	690
Stefan F. Bernritter Netherlands	12	332 0.8×	436 1.1×	96 1.1×	127 1.7×	77 1.4×	15	616

Countries citing papers authored by Mona Mrad

Since Specialization

Citations

This map shows the geographic impact of Mona Mrad's research. It shows the number of citations coming from papers published by authors working in each country. You can also color the map by specialization and compare the number of citations received by Mona Mrad with the expected number of citations based on a country's size and research output (numbers larger than one mean the country cites Mona Mrad more than expected).

Fields of papers citing papers by Mona Mrad

Since Specialization

Physical SciencesHealth SciencesLife SciencesSocial Sciences

This network shows the impact of papers produced by Mona Mrad. Nodes represent research fields, and links connect fields that are likely to share authors. Colored nodes show fields that tend to cite the papers produced by Mona Mrad. The network helps show where Mona Mrad may publish in the future.

Co-authorship network of co-authors of Mona Mrad

This figure shows the co-authorship network connecting the top 25 collaborators of Mona Mrad. A scholar is included among the top collaborators of Mona Mrad based on the total number of citations received by their joint publications. Widths of edges represent the number of papers authors have co-authored together. Node borders signify the number of papers an author published with Mona Mrad. Mona Mrad is excluded from the visualization to improve readability, since they are connected to all nodes in the network.

All Works

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20 of 20 papers shown

Batat, Wided, et al.. (2025). Positive luxury: A consumer-centric approach to bridging luxury and sustainability. Marketing Theory. 1 indexed citations

Mrad, Mona, Omar S. Itani, & Charles Cui. (2025). Unlocking life satisfaction: the impact of self-image congruence on consumers’ life satisfaction through brand love and brand addiction. European Journal of Marketing. 59(8). 2054–2088.

Diamantopoulos, Adamantios, et al.. (2024). Consumer Xenocentrism and Well-Being: Conspicuous Consumption Orientation, Brand Addiction, and Self-Esteem. Journal of International Marketing. 33(1). 51–70. 3 indexed citations

Mrad, Mona, et al.. (2024). Give me a second life! Extending the life-span of luxury products through repair. Journal of Retailing and Consumer Services. 82. 104055–104055. 6 indexed citations

Mrad, Mona, et al.. (2024). Virtual Influencers Versus Real Connections: Exploring the Phenomenon of Virtual Influencers. Journal of Advertising. 54(1). 1–19. 16 indexed citations

Woodside, Arch G., Houcine Akrout, & Mona Mrad. (2023). Consumer hate and boycott communications of socially irresponsible fashion brands: Applying complexity theory in psychology and marketing research. Psychology and Marketing. 40(10). 1986–2015. 5 indexed citations

Mrad, Mona, Sahar Karimi, Zsófia Tóth, & George Christodoulides. (2022). Elite luxury experiences: customer and managerial perspectives. Journal of Marketing Management. 38(13-14). 1339–1368. 5 indexed citations

Mrad, Mona, et al.. (2022). WhatsApp communication service: a controversial tool for luxury brands. Qualitative Market Research An International Journal. 25(3). 337–360. 10 indexed citations

Akrout, Houcine & Mona Mrad. (2022). Measuring brand hate in a cross-cultural context: Emic and Etic scale development and validation. Journal of Business Research. 154. 113289–113289. 19 indexed citations

10.

Mrad, Mona, et al.. (2022). Computer-generated influencers: the rise of digital personalities. Marketing Intelligence & Planning. 40(5). 589–603. 98 indexed citations breakdown →

11.

Tóth, Zsófia, Mona Mrad, Omar S. Itani, Jun Luo, & Martin J. Liu. (2022). B2B eWOM on Alibaba: Signaling through online reviews in platform-based social exchange. Industrial Marketing Management. 104. 226–240. 39 indexed citations

12.

Mrad, Mona, et al.. (2020). Brand addiction in the contexts of luxury and fast-fashion brands. Journal of Retailing and Consumer Services. 55. 102089–102089. 72 indexed citations

13.

Mrad, Mona. (2019). Transfer Printing and Cellulose Based substrates for modern Textile Printing. KTH Publication Database DiVA (KTH Royal Institute of Technology). 2 indexed citations

14.

Mrad, Mona & Charles Cui. (2019). Comorbidity of compulsive buying and brand addiction: An examination of two types of addictive consumption. Journal of Business Research. 113. 399–408. 62 indexed citations

15.

Mrad, Mona, et al.. (2018). How do consumers think about hybrid products? Computer wearables have an identity problem. Journal of Business Research. 89. 159–170. 45 indexed citations

16.

Mrad, Mona, et al.. (2018). From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands. Journal of Brand Management. 26(5). 567–582. 23 indexed citations

17.

Cui, Charles, Mona Mrad, & Margaret K. Hogg. (2018). Brand addiction: Exploring the concept and its definition through an experiential lens. Journal of Business Research. 87. 118–127. 69 indexed citations

18.

Ramadan, Zahy & Mona Mrad. (2017). Fashionable Stereotypes and Evolving Trends in the United Arab Emirates. RePEc: Research Papers in Economics. 4(1-3). 28–36. 3 indexed citations

19.

Mrad, Mona & Charles Cui. (2017). Brand addiction: conceptualization and scale development. European Journal of Marketing. 51(11/12). 1938–1960. 61 indexed citations

20.

Ramadan, Zahy, Maya F. Farah, & Mona Mrad. (2016). An adapted TPB approach to consumers’ acceptance of service-delivery drones. Technology Analysis and Strategic Management. 29(7). 817–828. 71 indexed citations

Rankless uses publication and citation data sourced from OpenAlex, an open and comprehensive bibliographic database. While OpenAlex provides broad and valuable coverage of the global research landscape, it—like all bibliographic datasets—has inherent limitations. These include incomplete records, variations in author disambiguation, differences in journal indexing, and delays in data updates. As a result, some metrics and network relationships displayed in Rankless may not fully capture the entirety of a scholar's output or impact.

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