A retrospective on the state of international advertising research in advertising, communication, and marketing journals: 1963–2014

Abstract

Scanning from the earliest to the recent literature on international advertising research, this study aimed to provide a more comprehensive and detailed picture of the research trends and patterns across the advertising, marketing, and communication disciplines over the past half century. Findings exhibit continuous growth in terms of the quantity of international advertising studies. While theoretical foundations need to be further solidified and elaborated, methodological and statistical rigors have been increasingly underpinned in international advertising research. Further, this study recognized authorial and institutional productivity, and influential articles in the field of international advertising research. The finding indicates that scholarly endeavors are necessary for diversity of countries studied in future research.

Factors Affecting Attitudes and Behavioral Intentions Toward In-app Mobile Advertisements

“…Another limitation of previous studies is their use of university and/or college students as samples (Choi, Hwang & McMillan, 2008;Liu, Sinkovics, Pezderka, & Haghirian, 2012). The third issue is related to standardization versus localization (see Khang, Han, Shin, Jung & Kim, 2015). Research suggests that localized advertising is more effective than the use of a standardized approach worldwide (De Mooij & Hofstede, 2010).…”

Revisiting the theory of business-to-business advertising

“…The globalization phenomenon needs to be addressed in B2B advertising theory. On the one hand, the global-local dilemma (i.e., whether to standardize advertising or to adapt to local habits) has been discerned (e.g., Khang et al, 2016;Wong & Merrilees, 2007) to tend towards an internal (i.e., local) focus; where an adaptation strategy enhances performance (De Mooij & Hofstede, 2010). On the other hand, the composition of decision-making units is becoming more international (i.e., multicultural) and people with different origins (i.e., countries) can be found in the buying center for a specific situation.…”

International and methodological diversity in advertising research

“…First, it publishes more international advertising research articles than any other advertising journal (Khang et al 2016). Second, it is the most globally inclusive and diverse advertising journal in terms of authors' nationalities and author teams (Polonsky and Carlson 2009;West 2007).…”