Cross-cultural advertising research: Where we’ve been and where we need to go

TY - JOUR

T1 - Cross-cultural advertising research

T2 - Where we’ve been and where we need to go

AU - Okazaki, Shintaro

AU - Mueller, Barbara

PY - 2007

Y1 - 2007

N2 - Purpose– The purpose of this paper is to examine recent patterns and developments in the literature on cross‐cultural advertising research.Design/methodology/approach– Citation analysis was performed for cross‐cultural advertising articles published in major marketing and business journals from 1995 to 2006.Findings– Cultural values were the most studied topic area in cross‐cultural advertising research. Content analysis was the most widely employed methodology, followed by surveys. North America and the original European Union (EU) member states were the most frequently investigated, whereas there appears to exist a paucity of research in newer EU countries, and in Latin American, Middle Eastern, and African markets.Originality/value– Based on findings from the citation analysis, the authors outline future directions for the advancement of cross‐cultural advertising research in theoretical foundations, methodological issues, and countries to be explored.

AB - Purpose– The purpose of this paper is to examine recent patterns and developments in the literature on cross‐cultural advertising research.Design/methodology/approach– Citation analysis was performed for cross‐cultural advertising articles published in major marketing and business journals from 1995 to 2006.Findings– Cultural values were the most studied topic area in cross‐cultural advertising research. Content analysis was the most widely employed methodology, followed by surveys. North America and the original European Union (EU) member states were the most frequently investigated, whereas there appears to exist a paucity of research in newer EU countries, and in Latin American, Middle Eastern, and African markets.Originality/value– Based on findings from the citation analysis, the authors outline future directions for the advancement of cross‐cultural advertising research in theoretical foundations, methodological issues, and countries to be explored.

KW - International advertising

KW - International marketing strategy

KW - Literature review

U2 - 10.1108/02651330710827960

DO - 10.1108/02651330710827960

M3 - Article

SN - 0265-1335

VL - 24

SP - 499

EP - 518

JO - INTERNATIONAL MARKETING REVIEW

JF - INTERNATIONAL MARKETING REVIEW

IS - 5

ER -