“…The first issue was published in 2001 and thus has celebrated 20 years of publishing significant research in consumer behaviour. Such achievements provide an opportunity to look back at where a journal has been and look forward to where it may go in the future (Donthu et al, 2022; Donthu, Kumar, & Pattnaik, 2020; Donthu, Kumar, & Pattnaik, 2021; Donthu, Kumar, Pattnaik, & Campagna, 2020; Donthu, Kumar, Ranaweera, et al, 2021; Kumar, Rao, et al, 2022; Kumar, Xiao, et al, 2022; Lim et al, 2022; Martínez‐López et al, 2020; Muncy et al, 2022; Viglia et al, 2022). A common way to reflect on such a milestone is through the “time‐honored fashion of a review” (West, 2007, p. 543).…”