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

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...