File(s) under permanent embargo
Reframing replicative research in advertising
journal contribution
posted on 2003-01-01, 00:00 authored by P Berthon, Mike Ewing, L Pitt, J P BerthonGiven the espoused importance of replication by researchers, there is still surprisingly little evidence of its practice in advertising research. In this paper, we apply Berthon et al.’s (2002) replicative research framework to advertising. A conceptualisation of the relationship between replication, extension and generation in advertising research is offered. The framework delineates eight possible research strategies. These are discussed in turn and illustrated with examples from the advertising literature. The paper concludes with a discussion of the factors that influence the selection of a research strategy. © 2003, Advertising Association.
History
Journal
International journal of advertisingVolume
22Issue
4Pagination
511 - 530Publisher
Taylor & FrancisLocation
Abingdon, Eng.Publisher DOI
ISSN
0265-0487Language
engPublication classification
C1.1 Refereed article in a scholarly journalCopyright notice
2003, Advertising AssociationUsage metrics
Categories
No categories selectedKeywords
Licence
Exports
RefWorks
BibTeX
Ref. manager
Endnote
DataCite
NLM
DC