TheJournal of Advertisingand the Development of Advertising Theory: Reflections and Directions for Future Research
Abstract
In this article, I provide some thoughts that guided my decision making while I was editor of the Journal of Advertising (2003–2006). Specifically, I reflect on the definition of theory and how it has been and should be used in the advertising discipline. In particular, I attempt to distinguish between weaker (contextual) and stronger (universal) theories and present my views on how future research in advertising can proceed in developing useful...
Paper Details
Title
TheJournal of Advertisingand the Development of Advertising Theory: Reflections and Directions for Future Research
Published Date
Jul 13, 2015
Journal
Volume
44
Issue
4
Pages
429 - 433
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Notes
History