Past research suggests that concrete ad stimuli generate more imagery than abstract stimuli. However, this finding may not be culturally universal. Our research suggests that East Asians tend to generate more imagery than Westerners when exposed to abstract advertising messages, but these...

Channel relationships within and across diverse markets have been investigated for quite some time. Yet findings from these studies over the last forty years or so have been far from conclusive. Channel researchers Runyan, Sternquist, and Chung (forthcoming) investigate interrelationships...

This paper explores how cultural metaphors in ethnic servicescapes enhance consumer pleasure. To date, marketing researchers have mainly explored how consumers respond to ambient conditions, functional layout and signs/symbols within servicescapes. However, few studies are available on consumer...