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 – This research aims to investigate how individuals' perceptions and reallocation of resources due to a life transition uniquely affect their responses to marketing activities. Design/methodology/approach – A multi-method approach is undertaken, with Study 1 being qualitative in...

It is rarely acknowledged that salespeople occupy a unique position as a contact between the customer and the firm, and therefore a plan for salesforce quality can reap considerable benefits. Presents and discusses a framework designed to improve salesforce quality in specific areas and as a...

Examines the existing literature and utilizes it along with input from industry executives to identify the major factors in the success and failure of new consumer products and services. Offers specific managerial implications and recommendations for firms and for marketing researchers to help...