Editorial Mission
Journal of Marketing Research (JMR) delves into the latest thinking in marketing research concepts, methods, and applications from a broad range of scholars. It is included in both the Financial Times top 50 business journals and the University of Texas at Dallas research rankings journal list. Learn more about the editorial mission here.
2-Year Impact Factor: 6.3
5-Year Impact Factor: 8.5
AMA Members have access to all Journal of Marketing Research articles via AMA’s partner, SAGE Publishing. To access the full catalog of articles, please log in at the top of this page.
Recommended Reading
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Scholarly Insight
Team Up or Take Over? Strategic Drivers of Firms' Alliance and Acquisition Decisions
Firms usually have two main outside options for growth: forming an alliance or making an acquisition. A recent Journal of Marketing Research study shows this choice is based on whether the firm focuses more on appropriation or value creation.
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Scholarly Insight
From Awkward to Viral: Why Consumers Can't Stop Sharing Cringe Content Online
A Journal of Marketing Research study explores why people share cringeworthy content and how marketers can ensure their content isn’t shared for the wrong reasons.
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Scholarly Insight
Doing Good and Looking Cool: The Impact of Disability Representation in Fashion Marketing
Disability representation significantly improves brand performance such as ad click-through rates and brand preference—but only when applied correctly.
For Authors
Featured
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IMpact at jmr
Linking the Value of Customers to Enterprise Value
Customer lifetime value (CLV), customer equity (CE), and customer-based corporate valuation (CBCV) can be used in tandem help marketing, finance, and accounting speak the same language, identify changes in customer health earlier, and improve strategic planning.
Additional Resources
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