Moving international advertising research forward: A new research agenda.

In introducing the special issue on international advertising, this paper assesses progress made in international research. It begins with an examination of the content of international advertising papers published in the Journal of Advertising during the past ten years. The content of these more recent research articles is then compared to those that appeared earlier in theJournal's history. This paper also surveys four earlier reviews of the international advertising literature and assesses whether issues posed in the reviews have been adequately addressed. A new agenda for international advertising researchers is offered, consisting of eight research questions and some admonitions relating to data collection and collaboration among researchers. The contributions of papers in this issue are then detailed in the context of the proposed research agenda.

Main Author: Taylor, Charles.
Language: English
Published: 2005
Online Access: http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:178878
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dc_source_str_mv Journal of Advertising 34(1), 2005, 7-16.
author Taylor, Charles.
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spellingShingle Taylor, Charles.
Moving international advertising research forward: A new research agenda.
author-letter Taylor, Charles.
author_sort_str Taylor, Charles.
dc_title_str Moving international advertising research forward: A new research agenda.
title Moving international advertising research forward: A new research agenda.
title_short Moving international advertising research forward: A new research agenda.
title_full Moving international advertising research forward: A new research agenda.
title_fullStr Moving international advertising research forward: A new research agenda.
title_full_unstemmed Moving international advertising research forward: A new research agenda.
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description In introducing the special issue on international advertising, this paper assesses progress made in international research. It begins with an examination of the content of international advertising papers published in the Journal of Advertising during the past ten years. The content of these more recent research articles is then compared to those that appeared earlier in theJournal's history. This paper also surveys four earlier reviews of the international advertising literature and assesses whether issues posed in the reviews have been adequately addressed. A new agenda for international advertising researchers is offered, consisting of eight research questions and some admonitions relating to data collection and collaboration among researchers. The contributions of papers in this issue are then detailed in the context of the proposed research agenda.
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dc.title Moving international advertising research forward: A new research agenda.
dc.creator Taylor, Charles.
dc.description In introducing the special issue on international advertising, this paper assesses progress made in international research. It begins with an examination of the content of international advertising papers published in the Journal of Advertising during the past ten years. The content of these more recent research articles is then compared to those that appeared earlier in theJournal's history. This paper also surveys four earlier reviews of the international advertising literature and assesses whether issues posed in the reviews have been adequately addressed. A new agenda for international advertising researchers is offered, consisting of eight research questions and some admonitions relating to data collection and collaboration among researchers. The contributions of papers in this issue are then detailed in the context of the proposed research agenda.
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