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.


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.


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


NA - Advances in Consumer Research Volume 40 | 2012

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