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  • Emerald  (2)
  • Molecular Diversity Preservation International
  • 2005-2009  (2)
Collection
Publisher
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Year
  • 1
    Electronic Resource
    Electronic Resource
    A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea: A content analysis (2005)
    Bingley : Emerald
    International marketing review 22 (2005), S. 309-326 
    Details
    ISSN: 0265-1335
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Purpose - This cross-national study seeks to examine the service quality dimensions and advertising appeals conveyed in services advertisements in the USA and Korea. Design/methodology/approach - Using Hofstede's cultural dimensions as a basis for distinguishing cultures, this study explores the role of culture in services advertising strategy. Content analysis was used to examine services advertising in the USA and Korea. Findings - The results of a content analysis of over 400 magazine advertisements suggest that advertisers may be able to standardize services advertising in magazines by type of advertising appeal and on specific service quality dimensions. Research limitations/implications - As the service sector continues to grow, future research is needed to compare services advertising for different types of services and in other media. Experimental studies that explicitly examine what types of cues are effective with Korean consumers are needed. Practical implications - Implications for advertisers attempting to reach Korean consumers suggest that, in magazine advertising, rational appeals tend to be considerably more common than emotional appeals. Cues related to reliability and assurance also are used very frequently, suggesting that they may be well received by Korean consumers and thus that they should be used by many services advertisers. However, advertisers must consider the significance of what an Asian factor means for advertising strategy. Originality/value - This study contributes to the literature and provides insights to services providers and advertisers by comparing which advertising appeals and dimensions of service quality are conveyed in services advertising in Korea and the USA and by comparing the advertising strategies with cultural dimensions.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/02651330510602222
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    Paper (German National Licenses)
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  • 2
    Electronic Resource
    Electronic Resource
    How excessive restrictions on signage backfire (2005)
    Bradford : Emerald
    Journal of consumer marketing 22 (2005), S. 304-305 
    Details
    ISSN: 0736-3761
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Purpose - The aim of this paper is to explore the impact of efforts by some municipalities to place various restrictions on on-premise signs and to examine the impact of strict regulations on local communities. Design/methodology/approach - Provides examples of restrictive sign codes and reviews articles providing empirical evidence on public perceptions of signs as well as the impact of signs on businesses and communities. Findings - Excessive regulation of signs is counterproductive; contrary to the beliefs of proponents of harsh restrictions, signs are helpful to consumers and business, and they contribute to a community's economic vitality. Practical implications - In developing and implementing sign codes, municipalities should consider what research tells us about the value of on-premise signs. Members of the general public who have an interest in municipal affairs should consider research findings when forming opinions about the regulation of signs as opposed to relying on a limited number of individuals who may ignore the marketing functions of signs in developing and implementing sign codes. Originality/value - Demonstrates the importance of signage to consumers, businesses, and local communities.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/07363760510623885
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    Paper (German National Licenses)
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