About the Journal

Journal of Marketing, Theory, Research and Applications is an international, peer-reviewed academic journal that publishes high-quality research advancing knowledge in marketing theory and practice. The journal provides a scholarly platform for researchers, academics and practitioners to disseminate original studies that contribute to the development of marketing scholarship and the understanding of contemporary market dynamics.

The journal aims to bridge the gap between marketing theory and practice by encouraging research that offers strong theoretical foundations, rigorous empirical analysis and meaningful managerial implications. By supporting diverse methodological approaches and interdisciplinary perspectives, the journal promotes academic dialogue and encourages innovative thinking in marketing research.

The journal welcomes contributions that enhance understanding of marketing phenomena in both developed and emerging markets. Studies that address contemporary challenges in rapidly evolving market environments, including technological change, digital transformation and shifts in consumer behaviour, are particularly encouraged.

All manuscripts are published in English. The journal follows a continuous online publication model, whereby accepted articles are published online immediately after completing the peer review and editorial processes. All articles published within a calendar year are compiled into a single annual volume.

Aims and Scope

The scope of the journal encompasses a broad range of topics related to marketing theory, research and practice. 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

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

The journal encourages submissions that offer theoretical advancements, methodological innovations, or practical insights relevant to academics, industry professionals, and policy makers. All submissions must demonstrate clear originality, strong academic rigor, and make a meaningful contribution to the existing body of marketing literature.

Editorial Team

Please find the Editorial Board details..

Peer Review Process

Journal of Marketing: Theory, Research and Applications operates a rigorous double-blind peer review process to ensure the quality, originality and scholarly contribution of all published research.

All manuscripts submitted to the journal first undergo an editorial screening conducted by the editor-in-chief or the editorial team. At this stage, submissions are evaluated for their relevance to the journal’s aims and scope, originality, academic rigor and overall suitability for the review process.

Manuscripts that pass the initial editorial assessment are sent to at least two independent expert reviewers in the relevant field. In the double-blind review process, the identities of both authors and reviewers are concealed to ensure impartial evaluation.

Reviewers are invited to assess manuscripts based on several criteria, including:

originality and contribution to marketing scholarship
theoretical and conceptual development
methodological rigor and research design
clarity of analysis and interpretation
relevance for marketing theory and practice

Based on reviewers’ reports, the editorial team may reach one of the following decisions:

accept the manuscript
accept with minor revisions
request major revisions and resubmission
reject the manuscript

The final decision regarding publication rests with the editor-in-chief. The journal is committed to ensuring that the review process is conducted fairly, transparently and within a reasonable timeframe.

Publication Ethics

Journal of Marketing: Theory, Research and Applications is committed to maintaining the highest standards of publication ethics, academic integrity and responsible research practices.

The journal expects all authors, reviewers and editors to adhere to internationally recognised ethical guidelines in scholarly publishing.

Author Responsibilities

Authors submitting to the journal are expected to ensure that:

the submitted manuscript is original and has not been published previously
the manuscript is not under consideration by another journal
all sources are properly cited and acknowledged
all listed authors have made a significant contribution to the research
any potential conflicts of interest are clearly disclosed

Plagiarism, data fabrication, falsification and other forms of academic misconduct are strictly prohibited.

Reviewer Responsibilities

Reviewers are expected to evaluate submissions objectively, maintain the confidentiality of the review process and provide constructive feedback to support the development of the manuscript. Reviewers should declare any potential conflicts of interest and decline the review if necessary.

Editorial Responsibilities

Editors are responsible for ensuring the integrity and quality of the journal’s scholarly content. Editorial decisions are based solely on the academic merit of submissions and their relevance to the journal’s scope. Editors handle manuscripts confidentially and ensure a fair and unbiased peer review process.

The journal supports ethical publishing practices including transparency in editorial decisions, responsible citation practices and the correction or retraction of articles when necessary.

Open Access Policy

Journal of Marketing: Theory, Research and Applications operates under a Diamond Open Access publishing model, ensuring that all published articles are freely and permanently accessible to readers without subscription or access fees.

Under this model, the journal does not charge authors any article processing charges (APCs) for manuscript submission, peer review or publication. All accepted manuscripts are published online following the successful completion of the peer review and editorial processes and are made immediately available to the global scholarly community.

The journal supports the principle that academic knowledge should be openly accessible in order to encourage the wide dissemination of research findings and to promote scholarly dialogue within the field of marketing.

Readers are permitted to read, download, copy and share published articles for academic and non-commercial purposes, provided that appropriate credit is given to the original authors and to the journal.

Through its open access publishing model, the journal aims to support transparency in scholarly communication, equitable access to research outputs and the global circulation of marketing scholarship.

Special Issues

Journal of Marketing: Theory, Research and Applications may periodically publish special issues that focus on emerging themes and contemporary developments in marketing theory and practice.

Special issues aim to create a dedicated platform for scholarly discussion on topics that are gaining increasing attention within the marketing research community. These issues may address emerging research areas, interdisciplinary themes or new developments shaping marketing scholarship and practice.

Special issues are typically coordinated by guest editors who have recognised expertise in the relevant field and who work in collaboration with the journal’s editorial team to manage the review and editorial process.

Announcements regarding upcoming special issues, including calls for papers and submission deadlines, are published on the journal’s website.

Scholars interested in proposing a special issue are encouraged to contact the editorial office with a short proposal outlining the proposed theme, its relevance to the journal’s scope and its potential contribution to marketing research.

All submissions to special issues are subject to the same peer review and editorial standards as regular submissions to the journal.

For Authors

Submit Your Manuscript

Authors who wish to submit their research to Journal of Marketing: Theory, Research and Applications are encouraged to ensure that their manuscripts align with the journal’s aims and scope and comply with the journal’s submission and formatting requirements.

All manuscripts must be prepared in accordance with the journal’s Guidelines for Authors before submission. Submissions that do not meet the required formatting, structure or policy requirements may be returned to authors for revision prior to entering the peer review process.

Manuscripts should be submitted through the journal’s online submission system. Detailed instructions regarding manuscript preparation, formatting and submission procedures are available in the Guidelines for Authors section of the journal website.

The journal welcomes submissions from scholars and researchers worldwide whose work contributes to the advancement of marketing theory, research and practice.

Guidelines for Authors

Authors intending to submit manuscripts to Journal of Marketing: Theory, Research and Applications should ensure that their work is clearly aligned with the journal’s aims and scope and makes an original scholarly contribution to the field of marketing.

Submissions should present theoretical development, empirical research or conceptual insights that advance understanding of marketing phenomena and offer implications for research, practice or policy.

Manuscripts must be prepared in accordance with recognized academic writing standards and written in clear and concise English. Authors are responsible for ensuring that their manuscripts comply with the journal’s formatting requirements, ethical standards and submission policies prior to submission.

Authors should also ensure that:

the manuscript represents original work that has not been published previously
the submission is not under consideration by another journal
all sources are appropriately cited and referenced
all listed authors have made a significant scholarly contribution to the research

Further details regarding manuscript structure, referencing style and submission requirements are available in the Guidelines for Authors section on the related page.

About the Journal