Cross‐cultural advertising research: where we have been and where we need to go

TLDR

The paper examines recent patterns and developments in cross‑cultural advertising research and proposes future directions in theory, methodology, and geographic scope. The authors performed a citation analysis of cross‑cultural advertising articles published in major marketing and business journals from 1995 to 2006. The analysis revealed that cultural values are the most studied topic, content analysis is the predominant methodology, and research is concentrated in North America and original EU member states, with limited studies in newer EU, Latin American, Middle Eastern, and African markets.

Abstract

Purpose The purpose of this paper is to examine recent patterns and developments in the literature on cross‐cultural advertising research. Design/methodology/approach Citation analysis was performed for cross‐cultural advertising articles published in major marketing and business journals from 1995 to 2006. Findings Cultural values were the most studied topic area in cross‐cultural advertising research. Content analysis was the most widely employed methodology, followed by surveys. North America and the original European Union (EU) member states were the most frequently investigated, whereas there appears to exist a paucity of research in newer EU countries, and in Latin American, Middle Eastern, and African markets. Originality/value Based on findings from the citation analysis, the authors outline future directions for the advancement of cross‐cultural advertising research in theoretical foundations, methodological issues, and countries to be explored.