Journal of Cross Cultural Marketing

Editorial aims and scope

Journal of Cross Cultural Marketing will address the changes in marketing products and services encountered across different cultures around globe. Focus of Journal of Cross Cultural Marketing will be cultural issues pertaining to marketing of products/services and studies of consumer behavior that will provide useful insights to academic researchers, practitioners, policy makers and consumers. JCCM will accept research papers (both qualitative and quantitative), conceptual papers and case studies that deals with marketing products and services across different cultures. The editorial coverage will include, but not limited to;

 Application of cultural theories
 Consumer socialization and local culture
 Cross cultural consumer behaviour
 Cross cultural issues in marketing of products and services
 Cross-cultural customer satisfaction, customer loyalty, perceived risk
 Cross-cultural marketing research
 Cultural borrowing and change management
 Cultural implications for marketing mix (4ps) product/service policy
 Cultural metaphors and consumer thinking
 Culture-specific rituals and their impact on marketing communications
 Impact of marketing on changing consumer behaviour
 Internal marketing across cultures
 Social marketing across cultures
 Socio-cultural theories and their impact on branding
 Studies of cultural intermediaries
 Study of consumer behaviour related to acculturation and enculturation
 Study of consumer behaviour related to animosity, religiosity, and ethnocentrism
 The challenges and emergence of a global consumer culture
 Theories of culture and their replication to marketing programs
 Time orientation and service quality across cultures

Journal audience
 International marketing managers & consultants
 Academic and applied researchers
 Policy makers

Rationale for the journal
The spirit of globalization and localization has shaped managerial and consumer thinking all across the globe. Organizations, in an effort to meet the challenges of competition are crossing national borders with a product mix that serves international consumer needs. Consumer responses to various marketing stimulus have been deeply rooted in history and culture; which leads to adjustments in marketing program (full or partial) in different cultures across the globe. Consumers are also becoming more aware of other cultures which also have given rise to the consumer acceptance of international and global brands. Previously academic publications addressed this issue by inclusion of special issues/tracks but not focused to cross-cultural marketing which clearly defines the need of JCCM.