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| Author: | Berthon, P. (et. al) |
| Title: | Reframing replicative research in advertising |
| Journal: | International Journal of Advertising
2003 : VOL 22, p. 511-530 |
| Index terms: | ADVERTISING RESEARCH |
| Language: | eng |
| Abstract: | This article applies Berthon et al´s (2002) replicative research framework to advertising. The authors offer a conceptualisation and framework of the relationship between replication, extension and generation in advertising research. The parts of the framework are discussed and illustrated. Article also concludes the factors of selection a research strategy. |
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