Why We Need More Replication Studies to Keep Empirical Knowledge in Check: How Reliable Is Truth in Advertising Research?

Advertising research needs to see the value in replication studies, which can elucidate knowledge by offering new insight into the theories tested.

Editor’s Note

“Speaker’s Box” invites academics and practitioners to identify significant areas of research affecting advertising and marketing. The intent of these contributions is to bridge the gap between the length of...

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