Purpose

The Journal of Consumer Marketing (JCM) has ceaselessly strived toward presenting updated insights on consumer behavior in the marketplace. Blending both theory and practice, it features rigorous consumer-centric research, which addresses pressing managerial concerns. Recently, the JCM completed 35 years of publishing. This study aims to track its evolution from 1984 to 2019.

Design/methodology/approach

The application of sophisticated bibliometric techniques offers a deeper insight into the evolving trends of the journal, its core authors and their affiliations. This paper explores the thematic trends for JCM’s articles using principal component analysis (PCA) and through bibliographic couple, the authors expose JCM’s knowledge structure.

Findings

The JCM published 1,422 articles by 2019 contributed by 2,247 unique authors. At 34.56 average citations to its articles cited, the academic popularity of the journal reached 41,989 citations in Scopus. Research featured in the JCM has explored approximately 2,225 unique themes. PCA under Varimax rotation constructed three thematic factors for the most popular JCM themes. Simultaneously, bibliographic coupling analysis identified nine clusters of the JCM’s articles.

Research limitations/implications

The study is based on the bibliometric records obtained from Scopus and would be subject to the limitations of the database, apart from being limited by the word length of this paper.

Originality/value

The study conducts the first retrospective analysis of the JCM, which may be useful for global readers, including its editorial board.

中文翻译：

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35岁的《消费者营销杂志》：回顾性概述

目的

在消费品营销杂志（JCM）向在市场上的消费行为呈现更新的见解也不断努力。它融合了理论和实践，并进行了严格的以消费者为中心的研究，解决了紧迫的管理问题。最近，JCM完成了35年的出版。这项研究旨在追踪其从1984年到2019年的演变。

设计/方法/方法

先进的文献计量技术的应用为期刊的发展趋势，核心作者及其隶属关系提供了更深入的见解。本文使用主成分分析（PCA）探索了JCM文章的主题趋势，并通过书目对，揭示了JCM的知识结构。

发现

JCM到2019年发表了1,422篇文章，由2,247位独特的作者提供。该期刊的平均引用次数为34.56，在Scopus中该期刊的学术知名度达到41,989。JCM的研究已经探索了大约2,225个独特的主题。在Varimax旋转下的PCA为最受欢迎的JCM主题构建了三个主题因素。同时，书目耦合分析确定了JCM文章的九类。

研究局限/意义

该研究基于从Scopus获得的文献计量记录，除了受到本文字数的限制外，还受到数据库的限制。

创意/价值

该研究对JCM进行了首次回顾性分析，这可能对包括其编辑委员会在内的全球读者都是有用的。