CONTRIBUTIONS TO INTERNATIONAL ADVERTISING RESEARCH: An Assessment of the Literature Between 1990 and 2002
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Abstract
Research in the field of international advertising has produced a large volume of literature. Although some attempts have been made in the past to review this stream of research, there has been no attempt to assess the contributions to this literature by individuals and institutions. This study assesses the contributions of individual researchers and institutions from 1990 to 2002, based on their publications in major advertising, marketing, and international business journals, and the Social Science Citation Index (SSCI). The findings of this study offer researchers a unique view of this field and some directions for future research.