The state of theory in three premier advertising journals: a research note |
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| Authors: | Leyland F Pitt Pierre Berthon Albert Caruana Jean-Paul Berthon |
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| Institution: | 1. Simon Fraser University;2. Bentley College;3. University of Malta;4. Richmond, The American University in London |
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| Abstract: | Despite its importance, little is known about the prevalence of theory in the literature on advertising research. Utilising a content analysis of the three premier advertising journals over an 11-year period, it is found that only 17% of articles have made explicit use of theory. Psychology is the discipline from which the greatest number of articles drew their theoretical frameworks, followed by sociology and economics – indeed, theories from marketing and advertising are in the minority. Limitations are noted and implications of the results are discussed. |
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