An assessment of methodological development in cross-cultural advertising research: A twenty-year review

This study reviews the methodologies used in cross-cultural advertising studies. It examines published cross-cultural advertising studies in 18 journals between 1980 and 1999 in terms of topic studies, countries/cultures selected, research design, data equivalence and reliability check, as well as a...

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Bibliographic Details
Published in:Journal of international consumer marketing 2001-11, Vol.14 (2,3), p.153
Main Authors: Sin, Leo Y M, Hung, Kineta, Cheung, Gordon W H
Format: Article
Language:English
Subjects:
Advertising
Cross cultural studies
Methods
Statistical analysis
Online Access:Get full text
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Summary:This study reviews the methodologies used in cross-cultural advertising studies. It examines published cross-cultural advertising studies in 18 journals between 1980 and 1999 in terms of topic studies, 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.
ISSN:0896-1530
1528-7068