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Non-student consumer attitudes towards product placement : implications for public policy and advertisers

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Persistent link: https://www.econbiz.de/10003853191

Cultural values in financial services advertising : a cross-cultural study of magazine ads in the USA and Korea

Song, Young-A.; Ahn, Hongmin; Sung, Yongjun - In: The journal of services marketing 28 (2014) 5, pp. 349-360

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I hope to protect myself from the threat : the impact of self-threat on prevention-versus promotion-focused hope

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Interpret me! : the interplay between visual metaphors and verbal messages in advertising

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Cultural values in financial services advertising: a cross-cultural study of magazine ads in the USA and Korea

Song, Young-A.; Ahn, Hongmin; Sung, Yongjun - In: Journal of Services Marketing 28 (2014) 5, pp. 349-360

Purpose – This paper aims to examine whether culture impacts the execution of financial services advertising (FSA). Specifically, this study investigates how cultural values are reflected in FSA by comparing magazine ads in the USA and Korea. Design/methodology/approach – This study analyzed...

Persistent link: https://www.econbiz.de/10014906482