The state of theory in three premier advertising journals: a research note

Jean Paul Berthon, Albert Caruana, Pierre Berthon and Leyland F Pitt

Despite its importance, little is known about the prevalence of theory in the literature on advertising research.

The State of Theory in Three Premier Advertising Journals: A Research Note

Leyland F. PittSimon Fraser University

Pierre BerthonBentley College

Albert CaruanaUniversity of Malta

Jean-Paul BerthonRichmond, The American University in London

INTRODUCTION

Theory informs practice and practice informs theory; advertising journals play a key role in this cycle, as they act as a vital conduit through which research findings are disseminated. Despite their potential usefulness, theories are always provisional (cf. Popper 1968), with each additional piece of theory-based research acting as a further test. The noted physicist Steven Hawking (2002) likened the creation and testing of...

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