Research and publishing in the journal of advertising: : Making theory relevant

• Autores: Marla B. Royne (Stafford)
• Localización: Journal of advertising, ISSN 0091-3367, Vol. 45, Nº 2, 2016, págs. 269-273
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • As the latest contributor in this invited article series, I offer my perspective on conducting and publishing advertising research and navigating the review process. I also discuss the importance of the relevance of research to advertising practice, with a particular emphasis on the role that theory plays in making research relevant. In addition, I offer a few general observations about future advertising research.