Commentary on the Mort et al. Paper: Journal Rankings: How Much Credence Should We Give Them?

Mort et al.’s (2004) list of top-tier marketing journals includes the Journal of Consumer Research (JCR), the Journal of Marketing (JM), the Journal of Marketing Research (JMR), the Journal of the Academy of Marketing Science (JAMS), and the International Journal of Research in Marketing (IJRM). This is not a surprising list. All these journals are strong, academically. If they were brands they might be described as having highlevels of equity: high brand awareness, positive brand associations, broad appeal, wide distribution, etc. A few of the top-tier journals are more specialist; for instance, Marketing Science (MS) and the Journal of Retailing (JR). These are highly rated journals, although not all academics are either aware of these journals or feel confident evaluating them. The high “can’t rate” percentages for these journals capture these factors. Again, there aren’t any major surprises here.

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