Crosscultural advertising research where we have been and where we need to go
Identifieur interne : 000865 ( Main/Exploration ); précédent : 000864; suivant : 000866Crosscultural advertising research where we have been and where we need to go
Auteurs : Shintaro Okazaki ; Shintaro Okazaki [Espagne] ; Barbara Mueller [États-Unis]Source :
- International Marketing Review [ 0265-1335 ] ; 2007-09-18.
English descriptors
- Teeft :
- Advertising articles, Advertising content, Advertising investigations, Advertising research, Advertising researchers, Advertising studies, Alternative approach, Arab countries, Behaviour, Business research, Citation analysis, Communication proceedings, Conceptual equivalence, Consumer research, Consumer response, Content analysis, Content validity, Craig, Cultural dimensions, Cultural emphasis, Cultural practices, Cultural theory, Cultural values, Czech republic, Data collection process, Diehl, Different countries, Ecological values assumption, Economic growth, Empirical validation, Equivalence, Expert judges, Factor analysis, Formative measures, Future orientation, Globe framework, Globe project, Globe study, Hofstede, Human values, Important dimensions, Individual level, Individual values, Information content, Instrumental values, International advertising research, International advertising researchers, International business journals, International business studies, International conference, International journal, International marketing, International marketing research, International marketing review, Iterative translation, Latin america, Lawrence erlbaum, Localization debate, Longitudinal citation analysis, Major journals, Major marketing journals, Marketing communications, Marketing research, Measure equivalence, Measurement equivalence, Member countries, Member states, Methodological issues, Methodology, Mueller, Multinational advertising, Multiple objects, Onion assumption, Performance orientation, Personal values, Power distance, Qualitative method, Regulatory issues, Reliability, Research design, Research paradigm, Researcher, Respondent samples, Same meaning, Scale development, Secondary data, Single country, Social values, Societal level, Societal values, Structural equation modeling, Such practices, Target raters, Television commercials, Terlutter, Terminal values, Topic area, Transition economies, Typology, Uncertainty avoidance, Useful typologies, Validation.
Abstract
Purpose The purpose of this paper is to examine recent patterns and developments in the literature on crosscultural advertising research. Designmethodologyapproach Citation analysis was performed for crosscultural advertising articles published in major marketing and business journals from 1995 to 2006. Findings Cultural values were the most studied topic area in crosscultural advertising research. Content analysis was the most widely employed methodology, followed by surveys. North America and the original European Union EU member states were the most frequently investigated, whereas there appears to exist a paucity of research in newer EU countries, and in Latin American, Middle Eastern, and African markets. Originalityvalue Based on findings from the citation analysis, the authors outline future directions for the advancement of crosscultural advertising research in theoretical foundations, methodological issues, and countries to be explored.
Url:
DOI: 10.1108/02651330710827960
Affiliations:
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journals</term><term>International business studies</term><term>International conference</term><term>International journal</term><term>International marketing</term><term>International marketing research</term><term>International marketing review</term><term>Iterative translation</term><term>Latin america</term><term>Lawrence erlbaum</term><term>Localization debate</term><term>Longitudinal citation analysis</term><term>Major journals</term><term>Major marketing journals</term><term>Marketing communications</term><term>Marketing research</term><term>Measure equivalence</term><term>Measurement equivalence</term><term>Member countries</term><term>Member states</term><term>Methodological issues</term><term>Methodology</term><term>Mueller</term><term>Multinational advertising</term><term>Multiple objects</term><term>Onion assumption</term><term>Performance orientation</term><term>Personal values</term><term>Power distance</term><term>Qualitative method</term><term>Regulatory 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Designmethodologyapproach Citation analysis was performed for crosscultural advertising articles published in major marketing and business journals from 1995 to 2006. Findings Cultural values were the most studied topic area in crosscultural advertising research. Content analysis was the most widely employed methodology, followed by surveys. North America and the original European Union EU member states were the most frequently investigated, whereas there appears to exist a paucity of research in newer EU countries, and in Latin American, Middle Eastern, and African markets. Originalityvalue Based on findings from the citation analysis, the authors outline future directions for the advancement of crosscultural advertising research in theoretical foundations, methodological issues, and countries to be explored.</div></front></TEI><affiliations><list><country><li>Espagne</li><li>États-Unis</li></country><region><li>Californie</li><li>Communauté de Madrid</li></region><settlement><li>Madrid</li></settlement></list><tree><noCountry><name sortKey="Okazaki, Shintaro" sort="Okazaki, Shintaro" uniqKey="Okazaki S" first="Shintaro" last="Okazaki">Shintaro Okazaki</name></noCountry><country name="Espagne"><region name="Communauté de Madrid"><name sortKey="Okazaki, Shintaro" sort="Okazaki, Shintaro" uniqKey="Okazaki S" first="Shintaro" last="Okazaki">Shintaro Okazaki</name></region></country><country name="États-Unis"><region name="Californie"><name sortKey="Mueller, Barbara" sort="Mueller, Barbara" uniqKey="Mueller B" first="Barbara" last="Mueller">Barbara Mueller</name></region></country></tree></affiliations></record>Pour manipuler ce document sous Unix (Dilib)
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