The<i>Journal of Advertising</i>and the Development of Advertising Theory: Reflections and Directions for Future Research
Journal of AdvertisingPublished 13 July 2015
Russell N. Laczniak
Citations18
SJR quartileQ1
SJR score4.46
SNIP2.89
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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 theories within this domain.
Keywords
Business, Management and Accounting
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