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INTEREST CATEGORY: CONSUMER BEHAVIOR
POSTING TYPE: Revisits

Posted by: Amy Richmond

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Special issue

“Crafting Shape in a Fluid World – The Intersection of Marketing and External Forces”

In coordination with the 2026 AMS Annual Conference, Savannah, Georgia (May 12-14, 2026)

Journal: Journal of Consumer Marketing

Guest Editors:  Janna Parker (James Madison University, USA), Kevin James (University of Texas at Tyler, USA) & Hyunju Shin (Kennesaw State University, USA)

Call for papers:

Contemporary marketing practice continues to evolve amidst a rapidly changing global environment, shaped by technological transformation, shifting geopolitical dynamics, economic uncertainty, and heightened expectations for sustainability and social responsibility (Sheth, 2021; Kumar et al., 2020). These forces have profoundly influenced how consumers think, behave, and engage with brands. The retail sector-long regarded as the ultimate expression of consumer marketing-has emerged as a vivid arena where these transformations are both experienced and contested (Grewal et al., 2017). Retail environments, both physical and digital, have become laboratories for innovation in consumer engagement, technology adoption, and adaptive marketing strategies (Verhoef et al., 2017).