Content analysis in cross-cultural advertising research: insightful or superficial?

Historically, cross-cultural researchers have used content analysis as their primary method for comparing ads.

Content Analysis In Crosscultural Advertising Research: Insightful Or Superficial?

Dawn Lerman Fordham UniversityMichael Callow Morgan State University


Interest in cross-cultural advertising research has led to several empirical studies...

Not a subscriber?

Schedule your live demo with our team today