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Reframing replicative research in advertising

journal contribution
posted on 2003-01-01, 00:00 authored by P Berthon, Mike Ewing, L Pitt, J P Berthon
Given 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 advertising

Volume

22

Issue

4

Pagination

511 - 530

Publisher

Taylor & Francis

Location

Abingdon, Eng.

ISSN

0265-0487

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal

Copyright notice

2003, Advertising Association

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