Marketing

This category features empirical and theoretical research on market segmentation, brand equity, and consumer decision‐making processes. Analytical models employing econometrics, structural equation modelling, or machine‐learning techniques for predicting purchase behaviours are prioritized. Investigations into digital marketing strategies, omnichannel integration, and customer-relationship management systems are also of interest. Qualitative work on consumer psychology, cultural influences, and experiential marketing complements quantitative studies. Papers should contribute to evidence‐based strategies that enhance market share, customer loyalty, and competitive differentiation.