Reframing replicative research in advertising

Jean Paul Berthon, Leyland Pitt, Mike Ewing and Pierre Berthon

Given the espoused importance of replication by researchers, there is still surprisingly little evidence of its practice in advertising research.

reframing replicative research in advertising

Pierre BerthonBentley CollegeMike Ewing Monash UniversityLeyland Pitt Erasmus University andJeanPaul Berthon Richmond, The American International University

INTRODUCTION

Replications are an important component of research in that they convert tentative belief into more reliable knowledge. The role of replication in the social sciences has received considerable attention of late, but as Madden et al. (1995) lament, articles on the subject in the fields of advertising and marketing generally begin with the observation that few replication studies are being reported in the literature, and conclude with a call for...

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