A Brief Inventory of Marketing Scholarship: A Review of Articles from Journal of Marketing (2010-2014)

摘要

Scholars in the marketing discipline have emphasized the importance of theory. As such, scholars must maintain an awareness of theories currently popular in the discipline. To facilitate this awareness, reviews of the literature to assess the use of theory and other elements of scholarship (i.e., research topics, methods, and analytical tools) are warranted. This research seeks to address this need by reviewing all articles published in the Journal of Marketing during the 2010 to 2014 time period, examining theories, topics, methods, analytical tools, and author information. The results reveal that the use of theory is strong in marketing publications, with roughly 80% based on theoretical foundations. Highlighted findings include the prevalence of psychological theories (approximately 51%); the representation of a broad range of research topics; and the use of survey, experiment, and mixed methods in about 75% of reviewed articles. Implications, limitations, and the call for similar periodic reviews of scholarship are discussed.