TY - JOUR
T1 - An assessment of methodological development in cross-cultural advertising research
T2 - A twenty-year review
AU - Sin, Leo Y.M.
AU - Hung, Kineta
AU - Cheung, Gordon W.H.
PY - 2002/4/17
Y1 - 2002/4/17
N2 - The present study reviews the methodologies used in cross-cultural advertising studies. We examine published cross-cultural advertising studies in eighteen journals between 1980 and 1999 in terms of topic studied, 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.
AB - The present study reviews the methodologies used in cross-cultural advertising studies. We examine published cross-cultural advertising studies in eighteen journals between 1980 and 1999 in terms of topic studied, 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.
KW - Cross-cultural advertising research
KW - Methodological assessment
KW - Twenty-year review
UR - http://www.scopus.com/inward/record.url?scp=18844424499&partnerID=8YFLogxK
U2 - 10.1300/J046v14n02_08
DO - 10.1300/J046v14n02_08
M3 - Journal article
AN - SCOPUS:18844424499
SN - 0896-1530
VL - 14
SP - 153
EP - 192
JO - Journal of International Consumer Marketing
JF - Journal of International Consumer Marketing
IS - 2-3
ER -