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A retrospective on the state of international advertising research in advertising, communication, and marketing journals: 1963-2014

Title
A retrospective on the state of international advertising research in advertising, communication, and marketing journals: 1963-2014
Author
한상필
Keywords
theoretical foundation; methodological rigor; authorial productivity; international advertising research
Issue Date
2016-05
Publisher
ROUTLEDGE JOURNALS
Citation
INTERNATIONAL JOURNAL OF ADVERTISING, v. 35, No. 3, Page. 540-568
Abstract
Scanning from the earliest to the recent literature on international advertising research, this study aimed to provide a more comprehensive and detailed picture of the research trends and patterns across the advertising, marketing, and communication disciplines over the past half century. Findings exhibit continuous growth in terms of the quantity of international advertising studies. While theoretical foundations need to be further solidified and elaborated, methodological and statistical rigors have been increasingly underpinned in international advertising research. Further, this study recognized authorial and institutional productivity, and influential articles in the field of international advertising research. The finding indicates that scholarly endeavors are necessary for diversity of countries studied in future research.
URI
https://www.tandfonline.com/doi/abs/10.1080/02650487.2015.1066477http://hdl.handle.net/20.500.11754/54157
ISSN
0265-0487; 1759-3948
DOI
10.1080/02650487.2015.1066477
Appears in Collections:
COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학과) > Articles
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