About the Journal

The Marketing and Consumer Behavior (MCB) is a double-blind, peer-reviewed, open-access journal published by SAN Scientific, Indonesia. This journal is published semi-annually online to keep readers updated with the latest progress. MCB is dedicated to publishing academic work in all aspects relevant to developing the theory and practice of marketing theory, marketing management, consumer behavior, consumption practice, competition, brand management, digital marketing, business environment, and management strategies in both the public and private sectors. 

The MCB publishes high-quality, original research papers that cover a wide range of topics in marketing and consumer behavior discipline, offer new scientific perspectives, and add new contributions to the marketing literature and management strategic practice. The journal emphasizes empirical, practical, and policy-oriented research and reviews in marketing, business strategy, and other national and international markets. The journal aims to increase communication and collaboration between academic and other research communities, policymakers and operational decision-makers, and their regulators.

Focus and Scopes

The Marketing and Consumer Behavior (MCB) is an open-access, peer-reviewed academic journal that aims to advance the theoretical and practical understanding of marketing, strategies and consumer behavior in a dynamic global environment. The journal welcomes high-quality contributions from academics, researchers, and practitioners that explore emerging trends, technologies, and challenges shaping the future of marketing and consumer insights.

MCB publishes original research, conceptual frameworks, case studies, and critical reviews that address the following topics, but are not limited to:

Marketing

Consumer Psychology & Behavior

Marketing Management Marketing Communications Sales Management Product Management Brand Management Islamic Marketing and Business Pricing Strategy and Competition Marketing Strategy Digital Marketing and Innovation Distribution Channel Management Marketing Research Green marketing and sustainable consumption Ethical branding, transparency, and corporate social responsibility (CSR) Data-Driven Marketing & Analytics Retail Transformation & Omnichannel Strategies Global Markets & Cross-Cultural Behavior Future Frontiers in Marketing Human-AI interaction in marketing contexts

Customer Relationship Management and loyalty programs Big data, Customer analytics, and Predictive modeling Decision-making processes and Behavioral economics Customer journey mapping and Experience design Cross-platform behavior tracking and personalization Identity, Culture, and Generational consumer differences Digital consumer trust, Perception, and Engagement Consumer activism and Values-based marketing Circular economy and Eco-conscious consumer behavior Cross-cultural consumer behavior and adaptation Blockchain in customer loyalty and authentication

Recognizing and promoting the multidisciplinary nature, the journal's editors consider that contributions from all research perspectives are fundamental to advancing knowledge and practice in marketing and business strategy.

Before submitting your manuscript to MCB, kindly ensure it is written properly in the template. Manuscripts must adhere to the MCB author rules and submission form to avoid being revised or rejected in the initial review stage.