Bang, Hae‐Kyong; Anne Raymond, Mary; Taylor, Charles R.; … - In: International Marketing Review 22 (2005) 3, pp. 309-326
Purpose – This cross‐national study seeks to examine the service quality dimensions and advertising appeals conveyed in services advertisements in the USA and Korea. Design/methodology/approach – Using Hofstede's cultural dimensions as a basis for distinguishing cultures, this study...