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Research on advertising in mainland China: a review and assessment

Research on advertising in mainland China: a review and assessment Examines the recent research on advertising in mainland China over the 1979‐1998 period. Suggests that findings show a sustained effort in academic research/publications on advertising in China is in the early stage of its development and whilst many areas have been researched, there are many more yet to be touched. Concludes that the research is seldom based on established theoretical or conceptual framework and the research methods and types of analysis used have not been very advanced when compared to general advertising research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

Research on advertising in mainland China: a review and assessment

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
1355-5855
DOI
10.1108/13555850010764631
Publisher site
See Article on Publisher Site

Abstract

Examines the recent research on advertising in mainland China over the 1979‐1998 period. Suggests that findings show a sustained effort in academic research/publications on advertising in China is in the early stage of its development and whilst many areas have been researched, there are many more yet to be touched. Concludes that the research is seldom based on established theoretical or conceptual framework and the research methods and types of analysis used have not been very advanced when compared to general advertising research.

Journal

Asia Pacific Journal of Marketing and LogisticsEmerald Publishing

Published: Mar 1, 2000

Keywords: China; Advertising; Research

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