About the Journal

Journal of Marketing Theory Research and Applications is an international, peer-reviewed scholarly journal dedicated to advancing knowledge in the fields of marketing theory, research and practice. The journal publishes original, high-quality studies that contribute to the conceptual, methodological and practical development of marketing scholarship.


The journal aims to foster a strong connection between academic theory and managerial practice by encouraging research grounded in robust theoretical frameworks, rigorous empirical methodologies and meaningful practical implications. It provides an interdisciplinary platform for academics, researchers and practitioners to engage in critical discussions on contemporary marketing issues and emerging market trends.


All submissions must be written in English. The journal adopts a continuous online publication model, whereby accepted manuscripts are published online immediately upon completion of the editorial processes. All articles published within a calendar year are subsequently compiled into a single annual volume.

 

Aims and Scope

The aim of Journal of Marketing Theory Research and Applications is to promote scholarly research that advances theoretical understanding, methodological development and practical knowledge in the field of marketing. The journal seeks to publish studies that contribute to the analysis of contemporary marketing phenomena and provide meaningful insights for academics, industry professionals and policy makers.


The journal welcomes diverse methodological approaches, including quantitative, qualitative, mixed-method and data-driven research designs. Studies offering theoretical advancements, methodological innovations, empirical evidence or practice-oriented insights relevant to marketing scholarship are particularly encouraged.


The journal publishes several types of scholarly contributions, including:

  • Original empirical research articles 
  • Conceptual and theoretical papers 
  • Literature reviews and systematic review studies
  • Methodological research relevant to marketing scholarship 

All submissions should demonstrate originality, academic rigor and a clear contribution to the existing body of marketing literature.

 

Focus and Scope

The scope of the journal encompasses a broad range of topics related to marketing theory, research and practice. Particular emphasis is placed on research addressing contemporary developments in marketing environments, including digital transformation, artificial intelligence, social media, sustainability, consumer experience, omnichannel strategies and evolving consumer behaviour in both developed and emerging markets.

Areas of interest include, but are not limited to:

  • Consumer behaviour and consumer psychology 
  • Marketing strategy and strategic marketing management 
  • Branding and brand management 
  • Digital marketing and social media marketing
  • Marketing analytics and data-driven decision making
  • Integrated marketing communications
  • Retailing and services marketing
  • International and cross-cultural marketing 
  • Customer relationship management and customer experience
  • Sustainable, ethical and responsible marketing
  • Artificial intelligence in marketing
  • Omnichannel marketing strategies
  • Consumer experience and engagement
  • Emerging market dynamics in marketing