An Assessment of Theoretical and Methodological Development in Advertising Research on Mainland China: A Twenty-Year Review
In: Journal of current issues and research in advertising, Band 22, Heft 2, S. 53-69
ISSN: 2164-7313
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In: Journal of current issues and research in advertising, Band 22, Heft 2, S. 53-69
ISSN: 2164-7313
In: Asia Pacific journal of marketing and logistics, Band 12, Heft 1, S. 37-65
ISSN: 1758-4248
Examines the recent research on advertising in mainland China over the 1979‐1998 period. Suggests that findings show a sustained effort in academic research/publications on advertising in China is in the early stage of its development and whilst many areas have been researched, there are many more yet to be touched. Concludes that the research is seldom based on established theoretical or conceptual framework and the research methods and types of analysis used have not been very advanced when compared to general advertising research.