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Cross-cultural research in advertising: An assessment of methodologies

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Abstract

The volume of scholarly work in cross-cultural advertising has been increasing in recent years. This study examines empirical studies in this area from a methodological perspective. Cross-cultural research designs should include many critical facets that do not surface in studies involving single cultures. These facets are discussed within the context of cross-cultural advertising literature. It is apparent from this review that a sharper focus on cross-cultural research tools and considerations can strengthen studies of advertising, lead to more robust results, and increase validity and reliability. Both students and practitioners need meaningful and generalizable findings that will emerge only when strict methodological considerations are adhered to.

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Authors and Affiliations

  1. the International Management Center at the University of Tulsa, USA

    Saeed Samiee

  2. the College of Business Administration at the University of South Carolina, USA

    Insik Jeong

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  1. Saeed Samiee
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  2. Insik Jeong
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His articles have appeared in theJournal of Marketing, Journal of International Business Studies, Journal of the Academy of Marketing Science, and others.

His areas of interest include global new product development, entrepreneurship, and exporting.

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Samiee, S., Jeong, I. Cross-cultural research in advertising: An assessment of methodologies. JAMS 22, 205–217 (1994). https://doi.org/10.1177/0092070394223002

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