Cross-cultural research in advertising: An assessment of methodologies |
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Authors: | Saeed Samiee Insik Jeong |
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Institution: | (1) the International Management Center at the University of Tulsa, USA;(2) the College of Business Administration at the University of South Carolina, USA |
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Abstract: | The volume of scholarly work in cross-cultural advertising has been increasing in recent years. This study examines empirical
studies in this area from a methodological perspective. Cross-cultural research designs should include many critical facets
that do not surface in studies involving single cultures. These facets are discussed within the context of cross-cultural
advertising literature. It is apparent from this review that a sharper focus on cross-cultural research tools and considerations
can strengthen studies of advertising, lead to more robust results, and increase validity and reliability. Both students and
practitioners need meaningful and generalizable findings that will emerge only when strict methodological considerations are
adhered to.
His articles have appeared in theJournal of Marketing, Journal of International Business Studies, Journal of the Academy of Marketing Science, and others.
His areas of interest include global new product development, entrepreneurship, and exporting. |
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Keywords: | |
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