INTERNATIONAL SERVICES ADVERTISING (ISA): Defining the Domain and Reviewing the Literature

Crisis-related research in communication and business journals: An interdisciplinary review from 1992 to 2011

“…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.…”

International Advertising Research

“…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.…”

“…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).…”

Be rational or be emotional: advertising appeals, service types and consumer responses

“…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).…”