Naveen Donthu, Weng Marc Lim, Satish Kumar, Debidutta Pattnaik
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引用次数: 6
Abstract
The Journal of Advertising Research (JAR) is one of the leading journals that provides a forum for scholars and practitioners to share their latest findings on all facets of advertising. This article is a scientometric study that sheds light on the major contributors and research themes in JAR through a retrospection of the journal’s articles published between 1996 and 2019. The outcome of this retrospection highlights the prominence of practitioner contributions and reveals 10 major research themes in the journal. An online supplement offers scientometric maps that illustricate these findings in color.
期刊介绍：
The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.
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