2005
DOI: 10.1080/00913367.2005.10639184
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INTERNATIONAL SERVICES ADVERTISING (ISA): Defining the Domain and Reviewing the Literature

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Cited by 41 publications
(31 citation statements)
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References 96 publications
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“…For communication journals, quantitative research was more prevalent than qualitative, consistent with previous studies of trends in advertising, marketing, and online media research (Cho & Khang, 2006;Cooper et al, 1994;Stafford, 2005). Conversely, crisis research in business journals more often used narrative analysis and case studies consistent with qualitative approaches.…”
Section: Limitationssupporting
confidence: 61%
“…For communication journals, quantitative research was more prevalent than qualitative, consistent with previous studies of trends in advertising, marketing, and online media research (Cho & Khang, 2006;Cooper et al, 1994;Stafford, 2005). Conversely, crisis research in business journals more often used narrative analysis and case studies consistent with qualitative approaches.…”
Section: Limitationssupporting
confidence: 61%
“…More recently Lovelock and Wirtz (2003), Taylor (2005), Liu and Johnson (2005), Zhou, Zhou, and Xue (2005), Stafford (2005), Brioschi (2006), Cho and Khang (2006), Kanso and Nelson (2007), Okazaki and Mueller (2007), and others have taken the initiative to suggest needed research topics and methodology for the future.…”
Section: Recommendations For Research Topics and Methodsmentioning
confidence: 99%
“…But advertising strategies for goods cannot be automatically applied to services. Stafford (2005) added that more experiments to test message effectiveness of service advertising, as well as the impact of campaigns, are sorely needed to develop consistent theoretical foundations and services classification systems. It is important to classify different service types because the classification system allows the cross-fertilization of advertising strategies (Lovelock, 1983).…”
Section: Recommendations For Research Topics and Methodsmentioning
confidence: 99%
“…A good understanding of services advertising is critical in order to enhance this growth and the viability of both new and established service firms (Stafford, Stafford and Day, 2002). Some studies have examined advertising effectiveness from the rational and emotional perspectives (e.g., Johar and Sirgy, 1991;Stafford, 2005). Rational appeals in services advertising involve detailed information or compelling and logical arguments (e.g., a Subway advertisement emphasizes a sandwich's healthy ingredients).…”
Section: Introductionmentioning
confidence: 99%