Journal History
Journal of Buying Behavior (BUBE) is the first journal that adds value to PRS' interests in human behavior research, in particular of marketing field. It targets to serve marketers, buyers, policy makers, as well as academicians. BUBE primarly aims to fill the gap between consumer buying behavior and corporate (industrial) buying behavior. While questionning or supporting the distinction between these two perspectives, BUBE also seeks a room for Small and Medium Enterprises (SMEs).