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Research on advertising in mainland China: a review and assessment

Leo Y.M. Sin (Department of Marketing, The Chinese University of Hong Kong)
Suk‐ching Ho (Department of Marketing, The Chinese University of Hong Kong)
Stella L.M. So (Department of Marketing, The Chinese University of Hong Kong)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 1 March 2000

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.

Keywords

Citation

Sin, L.Y.M., Ho, S. and So, S.L.M. (2000), "Research on advertising in mainland China: a review and assessment", Asia Pacific Journal of Marketing and Logistics, Vol. 12 No. 1, pp. 37-65. https://doi.org/10.1108/13555850010764631

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MCB UP Ltd

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