The growth of international business, combined with an increase in the number of service offerings, underscores the importance of understanding effective promotional strategies for services versus goods in international markets. The current study examines advertising appeals for services and...

A replication of Boush’s exploratory study provides further evidence about how advertising slogans prime evaluations of brand extensions. Two hypotheses are investigated. First, that a brand extension will be rated as more similar to existing family‐branded products if the advertising slogan...