 Methodological approaches to cross-cultural/national research in advertising: A review of scholarship published between 1995 and 2022John Ford, Douglas West, Mohammadali Koorank Beheshti and Vinh Luong Journal of Business Research, 2023, vol. 167, issue C Abstract: Advertising is recognized as an, if not the most, important aspect of cross-cultural marketing. From a researcher perspective, different languages and cultures create notoriously difficult challenges to navigate. This paper presents a review of crosscultural scholarship published in a cross-section of advertising and marketing journals between 1995 and 2022, examining the methodologies applied to assess the state of play. The intent is to point the direction for best practice, rather than catalogue mistakes. The study identifies 267 articles that met the screening criteria. Four coders found a total of 15 methodological issues based upon items from the literature and a leading panel of 13 cross-cultural experts assessed and ranked the 15. Overall, the top problems identified from the 15 were (1) use of non-comparable samples, (2) scale development without following protocols, (3) qualitative studies using only one coder, (4) absence of pretests, and (5) scale development with only back-translation. Keywords: Cross-Cultural research; Advertising; Methodological issues; Content analysis (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:167:y:2023:i:c:s0148296323005350 DOI: 10.1016/j.jbusres.2023.114176 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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