Revista Brasileira de Marketing

Scope & Guideline

Unlocking the Potential of Marketing Research

Introduction

Welcome to the Revista Brasileira de Marketing information hub, where our guidelines provide a wealth of knowledge about the journal’s focus and academic contributions. This page includes an extensive look at the aims and scope of Revista Brasileira de Marketing, highlighting trending and emerging areas of study. We also examine declining topics to offer insight into academic interest shifts. Our curated list of highly cited topics and recent publications is part of our effort to guide scholars, using these guidelines to stay ahead in their research endeavors.
LanguageMulti-Language
ISSN2177-5184
PublisherUNIV NOVE JULHO
Support Open AccessYes
CountryBrazil
TypeJournal
Convergefrom 2015 to 2024
AbbreviationREV BRASIL MARK / Rev. Brasil. Mark.
Frequency4 issues/year
Time To First Decision-
Time To Acceptance-
Acceptance Rate-
Home Page-
AddressAV FRANCISCO MATARAZZO 612, AGUA BRANCA, SAO PAULO C05001-100, BRAZIL

Aims and Scopes

The 'Revista Brasileira de Marketing' focuses on advancing the field of marketing through diverse research methodologies and multidisciplinary approaches. It aims to provide insights into consumer behavior, strategic marketing practices, and the influence of digital transformation on marketing dynamics.
  1. Consumer Behavior and Decision-Making:
    The journal extensively explores various dimensions of consumer behavior, including motivations, decision-making processes, and the psychological factors influencing purchasing intentions.
  2. Digital Marketing and Technology:
    A significant focus is placed on the implications of digital technologies in marketing, including social media, e-commerce, and digital transformation, reflecting the evolving landscape of consumer engagement.
  3. Brand Management and Equity:
    Research on brand strategies, brand equity, and consumer-brand relationships is prevalent, emphasizing the importance of brand perception and loyalty in competitive markets.
  4. Sustainability and Ethical Consumption:
    The journal addresses the growing concern for sustainable marketing practices and ethical consumption, investigating how consumers respond to environmental and social issues.
  5. Methodological Innovations in Marketing Research:
    The journal encourages innovative methodologies in marketing research, including neuro-marketing, netnography, and projective techniques, aiming to enhance the validity and reliability of findings.
The journal has shown a dynamic evolution in its thematic focus, with emerging trends reflecting contemporary societal and technological changes. These trends highlight the journal's responsiveness to current marketing challenges and opportunities.
  1. Influence of Social Media and Influencers:
    There is an increasing emphasis on understanding the role of social media and influencers in shaping consumer behavior, particularly among younger demographics and in the context of brand engagement.
  2. Health and Well-being Marketing:
    Recent publications show a growing interest in marketing related to health and wellness, including the promotion of healthy products and consumer perceptions of health-related marketing.
  3. Sustainability and Green Marketing:
    Research on sustainability in marketing practices is gaining traction, reflecting a broader societal shift towards environmental consciousness and the importance of ethical consumption.
  4. Digital Transformation and Consumer Experience:
    The impact of digital transformation on consumer experiences and marketing strategies is emerging as a critical area of focus, exploring how technology alters consumer interactions with brands.
  5. Neuroscience and Consumer Behavior:
    There is a notable trend towards incorporating neuroscience into marketing research, particularly in understanding subconscious consumer responses and decision-making processes.

Declining or Waning

While the journal has consistently focused on several core areas, some themes appear to be losing prominence over recent years. This decline suggests a shift in research priorities and emerging interests within the marketing field.
  1. Traditional Marketing Practices:
    There has been a noticeable decline in research focused on traditional marketing practices, such as print advertising and direct mail, as the field increasingly embraces digital and social media strategies.
  2. Consumer Research in Physical Retail Environments:
    Studies centered on consumer behavior in physical retail settings have decreased, likely due to the significant shift towards online shopping and the impacts of the COVID-19 pandemic on consumer habits.
  3. Economic Factors in Consumer Behavior:
    Research that primarily emphasizes economic factors affecting consumer choices, such as price sensitivity and income levels, appears to be waning, possibly overshadowed by psychological and social influences.

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