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- W1515912706 endingPage "192" @default.
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- W1515912706 abstract "Abstract The present study reviews the methodologies used in cross-cultural advertising studies. We examine published cross-cultural advertising studies in eighteen journals between 1980 and 1999 in terms of topic studied, countries/cultures selected, research design, data equivalence and reliability check, as well as analytical techniques used. Results show that although significant methodological improvements have been made in cross-cultural advertising studies over the past two decades, recent studies are still suffering from a number of methodological limitations, such as the lack of theoretical guidelines in selecting culture/country, non-representativeness in sampling, and problems in establishing construct and metric equivalence. Recommendations are suggested to advance the quality of cross-cultural advertising studies." @default.
- W1515912706 created "2016-06-24" @default.
- W1515912706 creator A5058948120 @default.
- W1515912706 creator A5083955121 @default.
- W1515912706 creator A5085529760 @default.
- W1515912706 date "2002-04-17" @default.
- W1515912706 modified "2023-10-03" @default.
- W1515912706 title "An Assessment of Methodological Development in Cross-Cultural Advertising Research" @default.
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