Examination of Credence and Noncredence Service Advertisement Strategies in the United States and India
Author:
Affiliation:
1. T A Pai Management Institute, Manipal, Karnataka, India
Publisher
Informa UK Limited
Subject
Business, Management and Accounting (miscellaneous)
Link
https://www.tandfonline.com/doi/pdf/10.1080/15332969.2018.1472973
Reference49 articles.
1. Radio advertising information strategy: differences between services and products
2. A Cross-National and Cross-Cultural Approach to Global Market Segmentation: An Application Using Consumers’ Perceived Service Quality
3. An international analysis of emotional and rational appeals in services vs goods advertising
4. International services advertising: an examination of variation in appeal use for experiential and utilitarian services
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1. Tangible and intangible quality cues in service advertising: A construal level theory perspective;Journal of Global Scholars of Marketing Science;2022-05-13
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