Search results

This cross‐national study seeks to examine the service quality dimensions and advertising appeals conveyed in services advertisements in the USA and Korea.

Using Hofstede's cultural dimensions as a basis for distinguishing cultures, this study explores the role of culture in services advertising strategy. Content analysis was used to examine services advertising in the USA and Korea.

The results of a content analysis of over 400 magazine advertisements suggest that advertisers may be able to standardize services advertising in magazines by type of advertising appeal and on specific service quality dimensions.

As the service sector continues to grow, future research is needed to compare services advertising for different types of services and in other media. Experimental studies that explicitly examine what types of cues are effective with Korean consumers are needed.

Implications for advertisers attempting to reach Korean consumers suggest that, in magazine advertising, rational appeals tend to be considerably more common than emotional appeals. Cues related to reliability and assurance also are used very frequently, suggesting that they may be well received by Korean consumers and thus that they should be used by many services advertisers. However, advertisers must consider the significance of what an Asian factor means for advertising strategy.

This study contributes to the literature and provides insights to services providers and advertisers by comparing which advertising appeals and dimensions of service quality are conveyed in services advertising in Korea and the USA and by comparing the advertising strategies with cultural dimensions.

This study assesses the level to which services advertisers follow guidelines for effective services advertising suggested by prior academic literature. The study analyzes George and Berry’s five guidelines for effective services advertising strategies and Berry and Clark’s four tangibilization strategies. The extent to which these suggested strategies are actually implemented by practitioners in the USA and South Korea is investigated, using a content analysis methodology. It is hypothesized that advertisers in a more advanced services economy like the US would be more in tune with the distinctive nature of services (e.g. intangibility) and would practice these guidelines more frequently than advertisers in a newly developed services economy like Korea. The findings suggest that US services magazine ads do use most of the suggested services advertising strategies more frequently than the Korean counterparts. However, there are a few exceptions, and some of the guidelines were not widely used in either country. Managerial implications and suggestions for further research are provided.

The objective of this study is to investigate to what extent advertising appeals in Hong Kong and Korea are different, and whether the differences between the two countries can be attributed to the differences in nations' cultural characteristics. Hypotheses are drawn in relation to the two dimensions of Hofstede's framework – uncertainty avoidance and masculinity/femininity.

A sample of 803 prime‐time television commercials from the two countries was analyzed using Cheng and Schweitzer's classification of advertising appeals.

The results show that femininity is an important variable for explaining differences in advertising between Hong Kong and Korea. Both Hong Kong and Korean advertising show no difference in values of high uncertainty avoidance, although an appeal of high uncertainty avoidance was used more often in Korean advertising. However, values of low uncertainty avoidance are more prevalent in television commercials in Korea, a country of high uncertainty avoidance, than Hong Kong, a country of low uncertainty avoidance. It is also found that the correlation between product categories and cultural values is society‐based.

This study reveals that Hofstede's framework does explain cross‐cultural differences between Hong Kong and Korea and provides empirical evidences for the impact of value paradoxes on advertising in both countries, suggesting that Hofstede's framework and the value paradoxes provide a possible theory for testing the relationship of the society and its advertising content within a culture as well as across cultures.

Betta is the only person there to talk to when I get home. She is my family. (Field notes, May 9, 2007)I don't know what I want but the first thing I want is for my family to come to Canada because everyone in my class has their family in Canada. (Ji-Sook's letter to Santa, December 5, 2006)

In recent years, the traditional pastries industry has gained popularity among tourists due to the advantage of the pastries location at UNESCO Heritage city, Penang. However, the little research focussed on this particular industry, and there is lack of evidence of the tourists' experience with the traditional pastries and how these attributes affect their revisit decision.

The study utilizes a qualitative research design to gain in-depth understanding on tourists' thought and their repurchase decision. Secondary data were collected via TripAdvisor with 68 tourists who visited the most popular three pastries shops namely, Him Heang, Ghee Hiang and Min Xiang Tai, which are later analysed using qualitative content analysis.

The findings revealed that tourists generally concerned about the service quality, value, brand image and atmospherics that could affect their repurchasing decision. Particularly, the staff service quality has been viewed as the upmost important attribute to influence the tourists' decision. Therefore, the pastries shops shall ensure that the staff who serve the tourists shall be well trained to satisfy the tourists' enquiry.

The limitation concerning the interpretation of the secondary data based on the feedbacks and comments of the tourists may derive the bias possibility. Future research might consider the large-scale primary data to extend the findings.

Limited research exists on the tourists' experience which affects the repurchasing decision in pastries industry. This study provides valuable information for pastries shops and researchers interested in this area.

This study examined the relationship of consumer values, needs and purchase behavior in two Asian consumer markets, China and South Korea. Between self‐directed values and social affiliation values, self‐directed values were the underlying determinant of needs to be satisfied by apparel products. Among the three types of needs identified to be satisfied through apparel (i.e. experiential, social and functional needs), experiential needs were the most important needs that influenced apparel purchases of female consumers in both Asian markets. Consumers in both country markets exhibited brand loyal behavior in apparel purchases, fulfilling all three needs. However, actualization patterns of each need through brand loyal behavior differed between the two consumer samples. While for brand‐loyal Chinese consumers experiential image was the most important aspect of the branded apparel appeal to female consumers, social image with performance quality assurance was a more important feature of the branded apparel appeal to consumers in Korea. Implications for brand image management for international markets were discussed.

Man has been seeking an ideal existence for a very long time. In this existence, justice, love, and peace are no longer words, but actual experiences. How ever, with the American preemptive invasion and occupation of Afghanistan and Iraq and the subsequent prisoner abuse, such an existence seems to be farther and farther away from reality. The purpose of this work is to stop this dangerous trend by promoting justice, love, and peace through a change of the paradigm that is inconsistent with justice, love, and peace. The strong paradigm that created the strong nation like the U.S. and the strong man like George W. Bush have been the culprit, rather than the contributor, of the above three universal ideals. Thus, rather than justice, love, and peace, the strong paradigm resulted in in justice, hatred, and violence. In order to remove these three and related evils, what the world needs in the beginning of the third millenium is the weak paradigm. Through the acceptance of the latter paradigm, the golden mean or middle paradigm can be formulated, which is a synergy of the weak and the strong paradigm. In order to understand properly the meaning of these paradigms, however, some digression appears necessary.

The issue of the reunification of North and South Korea attracted worldwide attention in June 2000, when the historic summit meeting between the two top Korean leaders was held in North Korea. Although recently the two Koreas have stepped up their efforts toward reconciliation, international scholars and researchers in Korean studies seem to agree that Korean reunification will be slow and difficult. For this reason, they are researching possible solutions to the critical problems involved, and thus there has been an upsurge of published materials on reunification. This annotated bibliography aims to serve as a guide to these materials. Although this bibliography is selective in that it is limited to literature published in English since 1996, it has wide content coverage and includes books, journals, government publications, special reports, research papers, and Websites. Given the complicated and dynamic situation in Korea, this bibliography will be of use to those who are concerned with Korean reunification.