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Journal of the Academy of Marketing Science
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Cross-Cultural Research in Advertising: An Assessment of Methodologies

Saeed Samiee

University of Tulsa

Insik Jeong

University of South Carolina

The volume of scholarly work in cross-cultural advertising has been increasing in recent years. This study examines empirical studies in this area from a methodological perspective. Cross-cultural research designs should include many critical facets that do not surface in studies involving single cultures. These facets are discussed within the context of cross-cultural advertising literature. It is apparent from this review that a sharper focus on cross-cultural research tools and considerations can strengthen studies of advertising, lead to more robust results, and increase validity and reliability. Both students and practitioners need meaningful and generalizable findings that will emerge only when strict methodological considerations are adhered to.

Journal of the Academy of Marketing Science, Vol. 22, No. 3, 205-217 (1994)
DOI: 10.1177/0092070394223002
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