Journal of Consumer Marketing (JCM) is a journal written by scholars and practitioners, and is edited for marketers who desire further insight into how people behave as consumers worldwide.
Aims and scope
Consumption is a key element of much of human behaviour and understanding consumer behaviour is the key to creating effective marketing strategies.

We are committed to publishing not only research, but cases, new concepts and/or practices, as well as commentary which reflect personal opinion. Journal of Consumer Marketing (JCM) seeks to blend both theory and practice

“Addressing contemporary and emergent issues in the field of marketing, JCM focuses on publishing articles that blend rigorous consumer research with an understanding of practical issues and challenges facing marketing managers. As an applied discipline, marketing looks to its leading journals to blend theory and practice, thereby offering significant benefits to both – this is where JCM stands out and achieves impact.”