Cross-cultural research in advertising: An assessment of methodologies
Journal of the Academy of Marketing Science · 1994 · Volume 22 · Issue 3
Abstract
The volume of scholarly work in cross-cultural advertising has been increasing in recent years. This study examines empirical studies in this area from a methodological perspective. Cross-cultural research designs should include many critical facets that do not surface in studies involving single cultures. These facets are discussed within the context of cross-cultural advertising literature. It is apparent from this review that a sharper focus on cross-cultural research tools and considerations can strengthen studies of advertising, lead to more robust results, and increase validity and reliability. Both students and practitioners need meaningful and generalizable findings that will emerge only when strict methodological considerations are adhered to.
Keywords
Consumer Research, International Business Study, International Marketing, Advertising Research, Extreme Response Style
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