Abstract
Advertising is recognized as an, if not the most, important aspect of cross-cultural marketing. From a researcher perspective, different languages and cultures create notoriously difficult challenges to navigate. This paper presents a review of crosscultural scholarship published in a cross-section of advertising and marketing journals between 1995 and 2022, examining the methodologies applied to assess the state of play. The intent is to point the direction for best practice, rather than catalogue mistakes. The study identifies 267 articles that met the screening criteria. Four coders found a total of 15 methodological issues based upon items from the literature and a leading panel of 13 cross-cultural experts assessed and ranked the 15. Overall, the top problems identified from the 15 were (1) use of non-comparable samples, (2) scale development without following protocols, (3) qualitative studies using only one coder, (4) absence of pretests, and (5) scale development with only back-translation.
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