Omar Merlo

990 total citations
21 papers, 662 citations indexed

About

Omar Merlo is a scholar working on Organizational Behavior and Human Resource Management, Marketing and Sociology and Political Science. According to data from OpenAlex, Omar Merlo has authored 21 papers receiving a total of 662 indexed citations (citations by other indexed papers that have themselves been cited), including 14 papers in Organizational Behavior and Human Resource Management, 10 papers in Marketing and 7 papers in Sociology and Political Science. Recurrent topics in Omar Merlo's work include Customer Service Quality and Loyalty (11 papers), Digital Marketing and Social Media (6 papers) and Consumer Behavior in Brand Consumption and Identification (6 papers). Omar Merlo is often cited by papers focused on Customer Service Quality and Loyalty (11 papers), Digital Marketing and Social Media (6 papers) and Consumer Behavior in Brand Consumption and Identification (6 papers). Omar Merlo collaborates with scholars based in United Kingdom, United States and Australia. Omar Merlo's co-authors include Seigyoung Auh, Andreas B. Eisingerich, Greg Whitwell, Simon J. Bell, Bülent Mengüç, Bryan A. Lukas, Yeyi Liu, Wayne D. Hoyer and HaeEun Helen Chun and has published in prestigious journals such as Journal of Marketing, Journal of Business Research and Journal of the Academy of Marketing Science.

In The Last Decade

Omar Merlo

20 papers receiving 612 citations

Peers — A (Enhanced Table)

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

Name h Career Trend Papers Cites
Omar Merlo United Kingdom 13 314 273 265 214 99 21 662
J. David Lichtenthal United States 13 238 0.8× 248 0.9× 210 0.8× 238 1.1× 77 0.8× 39 655
Susan Cadwallader United States 6 419 1.3× 330 1.2× 185 0.7× 251 1.2× 133 1.3× 9 827
Peter Yannopoulos Canada 10 270 0.9× 326 1.2× 264 1.0× 311 1.5× 104 1.1× 14 788
Prabakar Kothandaraman United States 8 247 0.8× 223 0.8× 248 0.9× 225 1.1× 185 1.9× 17 677
Jesús Gutiérrez Cillán Spain 14 408 1.3× 354 1.3× 276 1.0× 202 0.9× 116 1.2× 41 790
Pramod Iyer United States 16 273 0.9× 482 1.8× 398 1.5× 195 0.9× 176 1.8× 32 845
Iguácel Melero‐Polo Spain 18 370 1.2× 392 1.4× 318 1.2× 121 0.6× 169 1.7× 29 745
Javier Marcos Cuevas United Kingdom 13 320 1.0× 312 1.1× 181 0.7× 273 1.3× 75 0.8× 19 710
Rosario Vázquez‐Carrasco Spain 16 430 1.4× 448 1.6× 263 1.0× 236 1.1× 139 1.4× 38 803
Michel van der Borgh Netherlands 13 194 0.6× 166 0.6× 134 0.5× 238 1.1× 64 0.6× 21 564

Countries citing papers authored by Omar Merlo

Since Specialization
Citations

This map shows the geographic impact of Omar Merlo'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 Omar Merlo with the expected number of citations based on a country's size and research output (numbers larger than one mean the country cites Omar Merlo more than expected).

Fields of papers citing papers by Omar Merlo

Since Specialization
Physical SciencesHealth SciencesLife SciencesSocial Sciences

This network shows the impact of papers produced by Omar Merlo. 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 Omar Merlo. The network helps show where Omar Merlo may publish in the future.

Co-authorship network of co-authors of Omar Merlo

This figure shows the co-authorship network connecting the top 25 collaborators of Omar Merlo. A scholar is included among the top collaborators of Omar Merlo 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 Omar Merlo. Omar Merlo is excluded from the visualization to improve readability, since they are connected to all nodes in the network.

All Works

20 of 20 papers shown
1.
Eisingerich, Andreas B., et al.. (2025). Authenticity in Influencer Marketing: How Can Influencers and Brands Work Together to Build and Maintain Influencer Authenticity?. Journal of Marketing. 89(5). 21–46. 6 indexed citations
2.
3.
Merlo, Omar, Andreas B. Eisingerich, & Wayne D. Hoyer. (2023). Immunizing customers against negative brand-related information. Journal of the Academy of Marketing Science. 52(1). 140–163. 12 indexed citations
4.
Eisingerich, Andreas B., et al.. (2023). Why so toxic? A framework for exploring customer toxicity. AMS Review. 13(1-2). 122–143. 2 indexed citations
5.
Merlo, Omar, et al.. (2022). Exploring the changing role of brand archetypes in customer-brand relationships: Why try to be a hero when your brand can be more?. Business Horizons. 66(5). 615–629. 6 indexed citations
6.
7.
Liu, Yeyi, et al.. (2015). Service Firm Performance Transparency. Journal of Service Research. 18(4). 451–467. 86 indexed citations
8.
Liu, Yeyi, Andreas B. Eisingerich, Seigyoung Auh, Omar Merlo, & HaeEun Helen Chun. (2015). The Benefits and Measurement of Service Firms’ Performance Transparency: How and When Does Performance Transparency Pay Off?. Cornell Peter and Stephanie Nolan School of Hotel Administration (Cornell University). 1 indexed citations
9.
Merlo, Omar, Andreas B. Eisingerich, & Seigyoung Auh. (2014). Why customer participation matters. 55(2). 81–88. 39 indexed citations
10.
Eisingerich, Andreas B., Seigyoung Auh, & Omar Merlo. (2013). Acta Non Verba? The Role of Customer Participation and Word of Mouth in the Relationship Between Service Firms’ Customer Satisfaction and Sales Performance. Journal of Service Research. 17(1). 40–53. 148 indexed citations
11.
Auh, Seigyoung & Omar Merlo. (2011). The power of marketing within the firm: Its contribution to business performance and the effect of power asymmetry. Industrial Marketing Management. 41(5). 861–873. 34 indexed citations
12.
Merlo, Omar. (2011). The influence of marketing from a power perspective. European Journal of Marketing. 45(7/8). 1152–1171. 14 indexed citations
13.
Merlo, Omar, Bryan A. Lukas, & Greg Whitwell. (2011). Marketing's reputation and influence in the firm. Journal of Business Research. 65(3). 446–452. 12 indexed citations
14.
Merlo, Omar & Seigyoung Auh. (2010). Marketing's Strategic Influence in Australian Firms: A Review and Survey. Australasian Marketing Journal (AMJ). 18(2). 49–56. 4 indexed citations
15.
Merlo, Omar & Seigyoung Auh. (2009). The effects of entrepreneurial orientation, market orientation, and marketing subunit influence on firm performance. Marketing Letters. 20(3). 295–311. 106 indexed citations
16.
Merlo, Omar, et al.. (2008). Media convergence and the evolving media business model: an overview and strategic opportunities. The Marketing Review. 8(3). 237–253. 31 indexed citations
17.
Merlo, Omar, Simon J. Bell, Bülent Mengüç, & Greg Whitwell. (2006). Social capital, customer service orientation and creativity in retail stores. Journal of Business Research. 59(12). 1214–1221. 91 indexed citations
18.
Merlo, Omar, Greg Whitwell, & Bryan A. Lukas. (2004). Power and marketing. Journal of Strategic Marketing. 12(4). 207–218. 21 indexed citations
19.
Bell, Simon J., Bülent Mengüç, & Omar Merlo. (2004). Social capital, customer orientation and creativity in retail stores. 2 indexed citations
20.
Merlo, Omar, et al.. (2001). Understanding the "crisis" of marketing.

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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