Purpose – The aim of this paper is to explore the impact of efforts by some municipalities to place various restrictions on on‐premise signs and to examine the impact of strict regulations on local communities. Design/methodology/approach – Provides examples of restrictive sign codes and...

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...

Purpose – To discover whether there are market segments for the fashion industry that cut across countries and respond differently to advertising messages. Design/methodology/approach – A survey was administered to Korean, European, and US female consumers. Cluster analysis is used in an...

Purpose – The primary aim of this article is to identify theoretical foundations that can be used in research on social media in the context of international advertising research. An additional objective is to identify future research directions for theory building in this research area....