Aims & Scope

The Kaduna Marketing Review (KMR, print ISSN 2795-3971) is a double-blind peer-reviewed, open-access journal published twice a year by the Department of Marketing, Faculty of Management Sciences, Kaduna State University. It is a multidisciplinary journal aimed specifically at promoting academic excellence in research and the exchange of information between academia, professional bodies and the business world. Articles are selected to give the reader an analytical, applicable approach to marketing and related issues.

SUBJECT AREAS

• Marketing management and strategy — marketing efficiency and market margins, distribution and channel management, pricing, product and brand management, marketing of services, and the marketing performance of firms in Nigerian and African markets.
• Consumer and household behaviour — buying behaviour and consumer decision-making, consumption patterns and their determinants at household level, customer satisfaction and loyalty, and the behavioural side of investment and financial decisions.
• Digital and contemporary marketing — social media and affiliate marketing, e-commerce and digital channels, advertising and promotion, and the marketing consequences of financial technology and cashless payment.
• Entrepreneurship and small business — entrepreneurial intention, entrepreneurship education and skill acquisition, self-efficacy, small and medium enterprise performance, and microfinance and enterprise development.
• Agricultural and supply chain marketing — commodity marketing and market margins, agricultural value chains, supply chain efficiency, logistics and distribution in rural and urban markets, and food marketing and food security.
• Organisational behaviour and human resources in marketing organisations — emotional intelligence, work-life balance and work overload, organisational trust, employee engagement and performance, and teleworking and other new work structures.
• Related management and economic issues — taxation and revenue generation where they bear on enterprise and consumption, poverty reduction, and the business environment facing marketers.

METHODS: quantitative studies using survey, panel or secondary data, with the population, sampling procedure, instrument and analytical technique stated; qualitative and case-study designs with a described evidence base; mixed-methods research; market and value-chain analyses grounded in field data; and conceptual or review papers that develop a testable model or reach a defensible conclusion.

MANUSCRIPT TYPES: original research articles and review articles of not more than 15 pages, including references. Manuscripts carry a title of not more than 15 words, an abstract of not more than 250 words in italic, and three to five keywords. Text is Times New Roman 12 point, single-spaced; tables, figures and charts are placed in the body of the paper and must not break across two pages; and references are listed alphabetically at the end. Manuscripts are submitted through the journal website as a Microsoft Word .docx file of not more than 10 MB, prepared for double-blind review: author names and affiliations are entered on the submission form and must not appear in the manuscript file.

READERSHIP: academics and postgraduate students in marketing, entrepreneurship and the management sciences; marketing practitioners, brand and sales managers, and market researchers; professional bodies in marketing and business; agricultural marketing and value chain specialists; and policy makers concerned with enterprise development and consumer welfare.

OUT OF SCOPE: papers with no stated method, sample or data source; descriptive accounts of a market, firm or campaign with no analysis; opinion and advocacy pieces without evidence; consultancy or in-house reports and unrevised student project work; studies with no marketing, enterprise or organisational implication; purely technical, engineering or clinical work; and manuscripts already published elsewhere or under consideration by another journal.