The State of theory in three premier advertising journals: a research note

Deskripsi

Despite its importance, little is known about the prevalence of theory in literature on advertising research. Utilising a content analysis of the three premier advertising journals over an 11-year period, it is found that only 17% of articles have made explicit use of the theory. Psychology is the discipline from which the greatest number of articles drew their theoretical frameworks, followed by sociology and economics - indeed, theories from marketing and advertising are in the minority. Limitations are noted and implications of the results are discussed.Termasuk softcopy