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https://www.um.edu.mt/library/oar/handle/123456789/22075| Title: | The state of theory in three premier advertising journals : a research note |
| Authors: | Pitt, Leyland F. Berthon, Pierre Caruana, Albert Berthon, Jean-Paul |
| Keywords: | Advertising -- Case studies Marketing |
| Issue Date: | 2005 |
| Publisher: | Routledge |
| Citation: | Pitt, L. F., Berthon, P., Caruana A., & Berthon J. (2005). The state of theory in three premier advertising journals : a research note. International Journal of Advertising, 24(2), 241-249. |
| Abstract: | Despite its importance, little is known about the prevalence of theory in the 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 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. |
| URI: | https://www.um.edu.mt/library/oar//handle/123456789/22075 |
| Appears in Collections: | Scholarly Works - FacMKSCC |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 2005 IJoA 24(2).pdf | 92.19 kB | Adobe PDF | View/Open |
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