Purpose – This research is based upon the assumption that the empirical research designs and the scientific identity of a journal are related. The objective is to review and evaluate the empirical research design of papers to determine the scientific identity of a selection of academic marketing journals. Design/methodology/approach – The journal sample consists of the Australasian Marketing Journal ( AMJ ), the European Journal of Marketing ( EJM ) and the Journal of Marketing ( JM ). The review and evaluation considers a six‐year period, namely 2000‐2005. The content analysis consisted of 811 papers. Findings – The scientific identity of JM may be seen as built upon quantitative research designs and the North American paradigm of research values. The scientific identity of AMJ is based upon a mix of empirical research designs and the Australian paradigm of research values. The scientific identity of EJM is also based upon a mix of empirical research designs, but a multi‐continental paradigm of research values. Research limitations/implications – The leading continental journals in marketing maintain a scientific identity based upon the continental paradigm of research values. If it is driven to the extremes, a paradigmatic myopia and inertia of research designs may evolve that limit the scientific identity to be dogmatic and narrow‐focused rather than variable and broad‐focused. Originality/value – A cross‐continental review and evaluation of research designs and scientific identity of academic marketing journals is presented.
European Journal of Marketing – Emerald Publishing
Published: Jun 5, 2007
Keywords: Serials; Marketing; Research; Research methods
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