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An international analysis of emotional and rational appeals in services vs goods advertising
Abstract
The growth of international business, combined with an increase in the number of service offerings, underscores the importance of understanding effective promotional strategies for services versus goods in international markets. The current study examines advertising appeals for services and goods across four different countries: Brazil, Taiwan, Mexico and the USA. Results of a content analysis indicate that the use of rational and emotional appeals differs across both product type and country. It is suggested that culture plays a role in the use of the appeals and that the product type × country interaction is strongly reflected in Taiwanese and US advertising.
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Cites
Reliability of Nominal Data Based on Qualitative Judgments
Perreault, W. D., & Leigh, L. E. (1989) · Journal of Marketing Research · doi:10.2307/3172601 · Cited by 1,575
Cited by
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Grigaliunaite, V., & Pileliene, L. (2016) · Scientific Annals of Economics and Business · doi:10.1515/saeb-2016-0130 · Cited by 78
Teichert, T., Hardeck, D., Liu, Y., & Trivedi, R. (2018) · Journal of Advertising Research · doi:10.2501/jar-2017-054 · Cited by 73
Revisiting the theory of business-to-business advertising
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Metadata
- Authors
- Albers‐Miller, N. D., & Royne Stafford, M.
- Venue
- Journal of Consumer Marketing
- Publisher
- Emerald
- Published
- 1999-02-01
- Volume
- 16
- Issue
- 1
- Pages
- 42-57
- ISSN
- 0736-3761 (ISSN-L)
- OpenAlex
- W2152914770
- Cited by
- 277
- References
- 1
- FWCI
- 2.73
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
