An integrated theory of global advertising: An application of the GMS theory

Although there has been an increasing interest in global advertising research, the literature suffers from the lack of a broad theoretical foundation that could guide conceptualisation and theory development in global advertising research. In this paper, the authors contend that the GMS theory developed by Zou and Cavusgil (2002) can serve as a broad theoretical foundation for global advertising research. The GMS theory is described, and used to develop a new conceptualisation of global advertising and propose a theoretical framework of global advertising. The implications of the framework for future research are also discussed.