The readability of marketing journals: Are award-winning articles better written?

Alan G. Sawyer, Juliano Laran, Jun Xu

Research output: Contribution to journalArticle

34 Scopus citations

Abstract

This is a study of the readability of articles in four marketing journals: Journal of Marketing, Journal of Marketing Research, Journal of International Marketing, and Journal of Public Policy & Marketing. For each journal, the authors compare articles that have won an award with articles that have not. The authors find that award-winning articles are more readable, as measured by indexes focusing on sentence and word length, than nonwinning articles. The authors also identify and analyze other characteristics of more readable journal articles and discuss the importance of good writing.

Original languageEnglish (US)
Pages (from-to)108-117
Number of pages10
JournalJournal of Marketing
Volume72
Issue number1
DOIs
StatePublished - Jan 2008

Keywords

  • Award-winning articles
  • Marketing journals
  • Path analysis
  • Readability

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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