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Article: An Assessment of Methodological Development in Cross-Cultural Advertising Research: A Twenty-Year Review

TitleAn Assessment of Methodological Development in Cross-Cultural Advertising Research: A Twenty-Year Review
Authors
KeywordsCross-cultural advertising research
Methodological assessment
Twenty-year review
Issue Date2002
PublisherInternational Business Press. The Journal's web site is located at http://www.haworthpress.com/web/JICM
Citation
Journal of International Consumer Marketing, 2002, v. 14 n. 2-3, p. 153-192 How to Cite?
AbstractThe present study reviews the methodologies used in cross-cultural advertising studies. We examine published cross-cultural advertising studies in eighteen journals between 1980 and 1999 in terms of topic studied, countries/cultures selected, research design, data equivalence and reliability check, as well as analytical techniques used. Results show that although significant methodological improvements have been made in cross-cultural advertising studies over the past two decades, recent studies are still suffering from a number of methodological limitations, such as the lack of theoretical guidelines in selecting culture/country, non-representativeness in sampling, and problems in establishing construct and metric equivalence. Recommendations are suggested to advance the quality of cross-cultural advertising studies.
Persistent Identifierhttp://hdl.handle.net/10722/223774
ISSN
2015 SCImago Journal Rankings: 0.282

 

DC FieldValueLanguage
dc.contributor.authorSin, LYM-
dc.contributor.authorHung, K-
dc.contributor.authorCheung, GWH-
dc.date.accessioned2016-03-15T03:14:47Z-
dc.date.available2016-03-15T03:14:47Z-
dc.date.issued2002-
dc.identifier.citationJournal of International Consumer Marketing, 2002, v. 14 n. 2-3, p. 153-192-
dc.identifier.issn0896-1530-
dc.identifier.urihttp://hdl.handle.net/10722/223774-
dc.description.abstractThe present study reviews the methodologies used in cross-cultural advertising studies. We examine published cross-cultural advertising studies in eighteen journals between 1980 and 1999 in terms of topic studied, countries/cultures selected, research design, data equivalence and reliability check, as well as analytical techniques used. Results show that although significant methodological improvements have been made in cross-cultural advertising studies over the past two decades, recent studies are still suffering from a number of methodological limitations, such as the lack of theoretical guidelines in selecting culture/country, non-representativeness in sampling, and problems in establishing construct and metric equivalence. Recommendations are suggested to advance the quality of cross-cultural advertising studies.-
dc.languageeng-
dc.publisherInternational Business Press. The Journal's web site is located at http://www.haworthpress.com/web/JICM-
dc.relation.ispartofJournal of International Consumer Marketing-
dc.subjectCross-cultural advertising research-
dc.subjectMethodological assessment-
dc.subjectTwenty-year review-
dc.titleAn Assessment of Methodological Development in Cross-Cultural Advertising Research: A Twenty-Year Review-
dc.typeArticle-
dc.identifier.emailHung, K: kineta@business.hku.hk-
dc.identifier.doi10.1300/J046v14n02_08-
dc.identifier.hkuros67959-
dc.identifier.volume14-
dc.identifier.issue2-3-
dc.identifier.spage153-
dc.identifier.epage192-
dc.publisher.placeUnited States-

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