Advertising appeals used by services marketers: a comparison between Hong Kong and the United States

Louisa Ha (Assistant Professor, University of Oklahoma, Norman, Oklahoma, USA)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 1 April 1998

Abstract

Both Hong Kong and the USA are capitalistic open markets with a highly developed service industry. This study examines the advertising appeals used by services marketers in these two markets and compares the advertising appeals used by experience services and credence services. In addition to a modified set of Resnik and Stern’s (1977) information cues, the association attributes and terminal values conveyed in services advertisements were examined. Although services advertising seems to show quite a number of market differences in the choice of information cues, association attributes, and terminal values, most of these differences diminish when the service type is controlled.

Keywords

Citation

Ha, L. (1998), "Advertising appeals used by services marketers: a comparison between Hong Kong and the United States", Journal of Services Marketing, Vol. 12 No. 2, pp. 98-112. https://doi.org/10.1108/08876049810212220

Download as .RIS

Publisher

:

MCB UP Ltd

Copyright © 1998, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.