Revista Brasileira de Marketing
Scope & Guideline
Unlocking the Potential of Marketing Research
Introduction
Aims and Scopes
- 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. - 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. - 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. - 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. - 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.
Trending and Emerging
- 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. - 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. - 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. - 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. - 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
- 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. - 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. - 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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