haku: @journal_id 1668 / yhteensä: 273
viite: 161 / 273
Tekijä: | Berthon, P. (et. al) |
Otsikko: | Reframing replicative research in advertising |
Lehti: | International Journal of Advertising
2003 : VOL 22, p. 511-530 |
Asiasana: | ADVERTISING RESEARCH |
Kieli: | eng |
Tiivistelmä: | 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. |
SCIMA