Reframing replicative research in advertising

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...