What is wrong with international advertising research?.
While the past several years have seen an increased number of academic studies on international advertising, our collective body of knowledge on the subject is not advancing as rapidly as it could be. Recent literature falls short both in terms of advancing our theoretical understanding of international advertising and in providing information that might help managers make better decisions. This article identifies common problems that have hindered advancement of knowledge in this area and provides suggested directions of future research on international advertising topics.
|Main Author:||Taylor, Charles.|