Abstract
Research over the years has delved into the role of culture in advertising from various perspectives using both cross-country comparisons and within-country investigations. An assessment of recent research offers observations for scholars to consider for future work in this area: continue to expand theories, sample outside of the usual cultures, assess comparability, identify obstacles to publishing, consider changes in data collection and related issues, and connect the dots by providing periodic state-of-the-knowledge reviews and analyses. At the same time, it would be worthwhile for future work to respond to changes in the environment and new communication needs by studying consumer ethnocentrism during a period of heightened trade tensions and a slowdown in globalization, and by looking into philanthropy and corporate social responsibility communication for initiatives to help solve local, regional, and global problems.
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