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An international analysis of emotional and rational appeals in services vs goods advertising
Ist Teil von
The Journal of consumer marketing, 1999, Vol.16 (1), p.42-57
Ort / Verlag
Santa Barbara: MCB UP Ltd
Erscheinungsjahr
1999
Link zum Volltext
Quelle
Alma/SFX Local Collection
Beschreibungen/Notizen
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.