NOLEGEIN Journal of Consumer Behavior & Market Research

NOLEGEIN Journal of Consumer Behavior & Market Research [2581-4400(e)] is a peer-reviewed hybrid open-access journal launched in 2018 that provides a platform to discuss new issues in the area of Promotional Research and management. The journal also seeks to advance the quality of research by publishing papers introducing or elaborating on Sales promotions and Global advertising.

• Consumer Behavior and Decision-Making: Research on how individuals and groups evaluate, choose, purchase, use, and respond to products, services, brands, and experiences, including attitudes, motivations, perceptions, emotions, habits, involvement, satisfaction, loyalty, and post-purchase behavior.
• Market Research and Consumer Insights: Studies using qualitative, quantitative, and mixed research methods to understand customers, markets, competitors, demand patterns, preferences, expectations, and emerging consumption trends. The journal welcomes methodological advances in survey research, experiments, interviews, ethnography, observational studies, and data-driven market analysis.
• Market Segmentation, Targeting, and Positioning: Research on consumer and industrial market segmentation, cluster analysis, lifestyle and behavioral segmentation, choice-based segmentation, targeting strategies, market positioning, customer profiling, and the use of analytical techniques to identify meaningful market groups.
• Brand Management and Consumer–Brand Relationships: Studies on brand equity, brand image, brand trust, brand loyalty, brand personality, brand communities, brand engagement, brand authenticity, rebranding, and the psychological and behavioral relationships consumers develop with brands.
• Advertising and Promotional Effectiveness: Research on advertising response, sales promotion, comparative advertising, mobile advertising, digital campaigns, copy testing, media effectiveness, purchase intention, consumer involvement, promotional strategy, and the influence of advertising on brand and purchase outcomes.
• Digital Marketing and Social Media Behavior: Studies on social media marketing, influencer marketing, electronic word of mouth, online reviews, viral communication, digital engagement, mobile marketing, online advertising, platform-based marketing, and consumer behavior across digital environments.
• Customer Satisfaction, Loyalty, and Relationship Management: Research on customer satisfaction, perceived quality, customer experience, service quality, retention, loyalty, customer lifetime value, relationship marketing, customer relationship management, and the drivers of long-term customer–firm relationships.
• Product Research and New Product Development: Studies on product innovation, product design, product performance, product life cycle, new product adoption, product-service systems, product safety, product recalls, customer feedback, diffusion of innovation, and consumer response to new market offerings.
• Pricing, Value Perception, and Purchase Decisions: Research on price sensitivity, perceived value, willingness to pay, reference pricing, discounting, price fairness, promotional pricing, demand elasticity, choice behavior, and the influence of pricing on consumer decisions.
• Choice Modeling and Consumer Analytics: Studies using discrete choice models, conjoint analysis, multinomial and mixed logit models, latent-class models, decision trees, random forests, machine learning, simulation, and other analytical approaches to explain or predict consumer preferences and market choices.
• Competitive Intelligence and Market Strategy: Research on competitor analysis, strategic positioning, market intelligence, market orientation, SWOT analysis, competitive advantage, business intelligence, market commonality, strategic decision-making, and firm responses to competitive environments.
• Marketing Performance and Effectiveness: Studies on marketing productivity, return on marketing investment, campaign effectiveness, marketing capabilities, resource allocation, customer and shareholder value, sales performance, channel effectiveness, and measurement of marketing outcomes.
• Retail, E-Commerce, and Omnichannel Consumer Behavior: Research on online shopping, marketplaces, retail formats, omnichannel journeys, digital storefronts, e-commerce trust, website quality, platform experience, consumer retention, online purchase behavior, and interactions between physical and digital retail channels.
• Neuromarketing and Biometric Consumer Research: Studies using neuroscience, biometrics, eye tracking, electroencephalography, physiological signals, facial coding, and other behavioral measurement techniques to understand attention, emotion, memory, engagement, and decision-making in marketing contexts.
• Sustainable, Ethical, and Green Consumer Behavior: Research on green marketing, ecolabels, sustainable consumption, ethical purchasing, corporate social responsibility, environmental product development, responsible advertising, consumer trust, and the behavioral drivers of sustainable marketplace choices.
• Cross-Cultural and International Consumer Research: Studies on cultural influences on consumer behavior, international marketing, cross-country comparisons, global branding, intercultural consumption, emerging markets, market entry, adaptation versus standardization, and consumer responses across different cultural and economic environments.
• Service Marketing and Customer Experience: Research on service quality, service encounters, experience design, employee–customer interactions, customer delight, complaint behavior, service recovery, satisfaction, value creation, and management of customer experiences across service sectors.
• Marketing Research Methods and Advanced Analytics: Studies on structural equation modeling, multivariate analysis, CHAID, cluster analysis, data mining, sentiment analysis, text analytics, bibliometrics, experimental research, ethnography, mixed methods, and artificial intelligence applications in consumer and market research.
• Emerging Trends in Consumer and Market Research: Research on artificial intelligence, personalization, recommendation systems, virtual and augmented reality, social commerce, platform economies, privacy, algorithmic marketing, digital communities, and other emerging technologies or market developments that materially affect consumer behavior and marketing practice.