How Relevant Is Marketing Scholarship? a Case History With a Prediction

This paper provides an empirical examination of the degree of relevance achieved in advertising experiments over the last 12 years, based on a content analysis of 485 experiments in six marketing journals. On average, 0.65 of six relevance factors were present. Longitudinal comparisons indicate that relevance has decreased over time.



Citation:

Edward McQuarrie, Barbara Phillips, and Steven Andrews (2012) ,"How Relevant Is Marketing Scholarship? a Case History With a Prediction", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 342-348.

Authors

Edward McQuarrie, Santa Clara University, USA
Barbara Phillips, University of Saskatchewan, Canada
Steven Andrews, Roger Williams University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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