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The State of theory in three premier advertising journals: a research note
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
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| IM1610701C | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : World Advertising Research Center 2007 |
|---|---|
| Edisi | - |
| Subjek | Theory Advertising Statistical analysis Research Journals studies |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | Hardcopy |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |