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Journal of Consumer Marketing Cover Image for Volume 43, Issue 2
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Volume 43,
Issue 2,
3 March 2026
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Volume 29, Issue 3, April 2012

About the Journal of Consumer Marketing

Journal of Consumer Marketing is a journal written by scholars and practitioners, and is edited for marketers who desire further insight into how people behave as consumers worldwide.

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Linking sustainability to consumer brand engagement in omnichannel communication of luxury fashion brands
That’s embarrassing: investigating identity avoidance for (in)conspicuous luxury consumers
Preference for products with scientific or common ingredient names? The impact of treatment goals and consumption targets
The effect of purchase type on preference for product-country image labels
Promoting sustainable foods on Instagram: impact of message source and appeals
Open access articles
April 10 2026
Linking sustainability to consumer brand engagement in omnichannel communication of luxury fashion brands
Costanza Dasmi, Olga Nechaeva et al.
February 24 2026
“But you weren’t there!” – Effects of historical nostalgia on young consumers
Claire Neave, Hannah Freemantle et al.
January 30 2026
Is Gen Z willing to pay for sustainability? An advanced market segmentation analysis
Andrew Rohm, Aidin Namin et al.
January 30 2026
Brand love and oppositional hate: the roles of identity, authenticity, and uniqueness
D. Todd Donavan, Brad D. Carlson et al.
January 20 2026
How regulatory focus influences perceived control and product choice
Anirban Som, Rajat Roy

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Editor(s):
Neel Das
Dan Hamilton Rice

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