“…Üsdiken and Pasadeos (1995) categorized studies of the scholarly literature into six dimensions:- “publishing productivity”, which is an assessment of the contributions of particular authors and institutions (Barry, 1990);
- “comprehensive reviews”, which establishes heuristics or paradigms based on the conclusions reached from a large number of studies on a particular topic (Arndt, 1986);
- “meta‐analyses” utilize data based conclusions on the findings from multiple studies (Crouch, 1996);
- “methodological investigations” focus on the research methods used across a number of studies within the same topic or in the same discipline (Kolbe and Burnett, 1991; Pitt et al , 2005; Van der Merwe et al , 2007);
- “specific journal” investigations provide an in‐depth review of one or more publications (Leong, 1989; Malhotra, 1996); and
- “citation analyses” were more concerned with the references/footnotes listed in papers (Baumgartner and Pieters, 2003) and co‐citation networks (Pasadeos et al , 1998).
A ten‐year content analysis of advertising research trends for the years 1976 through 1985 was conducted by Yale and Gilly (1988), as was a major review of research in general services marketing by Fisk et al (1993).…”