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Documenti di Professioni
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MARLA B. ROYNE
TIM REILLY
STEPHEN J. GROVE
LES CARLSON
STAFFORD
College of Business
College of Business
College of Business
Administration,
and Behavioral
Administration,
University of
Science, Clemson
University of
University of Memphis
Nebraska-Lincoln
University
NebraskaLincoln
Fogelman College of
Insights from
Rishi Bhandari
John Copeland
136 JOURNAL
DOI: 10.2501/JAR-51-1-136-152
Services
INTRODUCTION
Given
the
promo-
ers,
an
literature
importance
assessment
guiding
of
of
the
current
services-advertising
Services
subject.
Advertising
paper
communication theory).
Advertising
in a Service
Economy
Edward Tauber
Authors Note: This focuses on a key
issue: advertising for services is often
different than advertising for goods.
Services
potential inclusion.
acceptable.
A SUMMARY OF SERVICES
ADVERTISING RESEARCH
Method
Tripp (1997).
Sources
138 JOURNAL
Services
Table 1
Empirical versus Conceptual Classification by Source
slight increase in the percentage of conceptual pieces reported in her review when
about 13 percent of the articles were con-
Empirical
Conceptual
Journal of Advertising
Journal of Retailing
13
22
Table 2
Empirical versus Conceptual
Classification by Year
Year
Empirical Conceptual
1995
1996
1997
1998
13
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
(none as of data
collection)
Services
Table 3
Empirical Articles Summarization
Author(s)
Journal
Sample
Method
Key Findings
Stafford (1996)
JA
N = 80 (Study 1)
N = 89 (Study 2)
22
Experiments
JA
N = 137
222
Experiment
JA
1,473 ads
Content
Analysis
Stafford, Stafford
& Day (2002)
JA
N = 67
42
Experiment
A created character fits well with hedonic services, but not with
utilitarian services. Celebrity spokespersons perform well for both
service types.
Stafford &
Stafford (2000)
JA
N = 135
32
Experiment
Certain tensile pricing claims are more effective than others, but
the effects are not consistent.
Stafford (1998)
JA
N = 156 (Students)
N = 120 (Adults)
222
Experiments
JA
91 B2B ads
95 consumer ads
Content
analysis
MHS
N = 349
Employee
survey/
experiment
MHS
N = 1,793
Telephone
Interviews
Spears, Paswan,
& Kahla (2006)
JCIRA
449 ads
Content
Analysis
JCIRA
136 ads
Content
Analysis
Stafford &
Stafford (2001)
JCIRA
N = 132
222
Experiment
Becker &
Kaldenberg
(1998)
JCIRA
N = 221 dentists
Survey
IJA
N = 58 dentists
N = 177 doctors
Mail Survey
Abernethy &
LaBand (1999)
JAR
Content
Analysis
140 JOURNAL
Services
Author(s)
Journal
Sample
Method
Key Findings
Tscheulin &
Helmig (1998)
JAR
N = 117
Partial
Factorial
Experimental
Design
Herrington &
Lollar (1996)
JAR
Compustat data on
570 firms
Advertising
Carryover
Model
JSM
N = 1,200 (Shanghai)
23
Experimental
Design
JSM
2 2 Quasi
Experimental
Design
Albers-Miller &
Stafford (1999)
JSM
950 ads in 11
countries: 498
financial service
ads and 452 travel
service ads
Content
Analysis
JSM
N = 735
Field
Experiment
JSM
445 radio
commercials
Content
Analysis
Ha (1998)
JSM
212 ads
107 Hong Kong
105 USA
Content
Analysis
U.S. services ads score highly in quality cues, but lower in both
price and availability cues than services ads in Hong Kong. U.S.
ads emphasize traditional values; are more likely to make health
appeals.
Cobb-Walgren &
Mohr (1998)
JSM
48 4 categories
Content
Analysis
Green (1998)
JSM
Content
Analysis
JSM
80 event
announcements
Event Study
Services
Table 3
Empirical Articles Summarization (continued)
Author(s)
Journal
Sample
Method
Key Findings
N = 323 (split
between HK and US)
Survey
JSM
25 ads 4
categories
Content
Analysis
JSM
US: N = 202
Korean: N = 201
Content
Analysis
Mortimer (2001)
JSM
9 creative directors
Qualitative
Interviews
JR
126 students
222
Experimental
Design
Hill, Blodgett,
Baer, & Wakefield
(2004)
JSR
N = 160
222
Experimental
Design
Boshoff (2002)
JSR
N = 540
332
Experimental
Design
Mattila (2000)
JSR
N = 222
222
Experimental
Design
SMQ
N = 387 (2010)
N = 324 (1991)
Survey
Moser (2008)
SMQ
N = 411
Survey
Sanchez &
Sanchez (2006)
SMQ
N = 336
Exploratory
Survey
Stafford, Kilburn
& Allen (2005)
SMQ
Content
Analysis
142 JOURNAL
Services
Author(s)
Journal
Sample
Method
Key Findings
SMQ
N = 382
Survey/Scale
Development
Moser (2005)
SMQ
N = 324 (1988)
N = 429 (2003)
Survey
Parkinson &
Neeley (2003)
SMQ
N = 1554
Survey
Heischmidt,
Elfrink, & Mays
(2002)
SMQ
N = 190
Exploratory
Survey
SMQ
N = 541
Survey/Scale
Development
SMQ
N = 106
Exploratory
Survey
SMQ
N = 241
Survey
SMQ
N = 528
Exploratory
survey
SMQ
139 TV commercials
Content
Analysis
SMQ
N = 144
Survey
Abernethy &
Butler (1999)
SMQ
16,708 ads
Content
Analysis
SMQ
232 ads
Content
Analysis
Services
Table 3
Empirical Articles Summarization (continued)
Author(s)
Journal
Sample
Method
Key Findings
SMQ
222 ads
Content
Analysis
Turley (1998)
SMQ
153 ads
Content
Analysis
SMQ
N = 735
Exploratory
Survey
Butcher &
McPhail (1998)
SMQ
N = 285
Exploratory
Survey
Abernethy &
Butler (1998)
SMQ
N = 2,934
Content
Analysis
JPSM
N = 324
Survey
Mattila (1999)
IJSIM
N = 158 students
Quasi
Experiment
Albers-Miller and
Straughan (2000)
IJBM
398 ads
Content
Analysis
Financial services-advertising strategy research from Englishspeaking countries should be viewed with caution by financial
service marketers in non-English speaking countries. Expectations
by business consumers may be very different among these
countries.
144 JOURNAL
Services
Table 4
Conceptual Articles Summarization
Author(s)
Journal
Method
Key Findings
Stafford (2005)
JA
Literature Review
JA
Stern (1997)
JA
JA
Conceptual
JCIRA
Historical review
Fugate (1998)
JSM
Conceptual
Mortimer (2002)
JSM
Conceptual
Mittal (2002)
JSM
Conceptual
JSM
Conceptual
Mittal (1999)
JSR
Conceptual
Reynolds (2006)
SMQ
Literature Review
Becker (1998)
SMQ
Literature Review
JA = Journal of Advertising
JCIRA = Journal of Current Issues & Research in Advertising
JSM = Journal of Services Marketing
JSR = Journal of Service Research
SMQ = Services Marketing Quarterly
Categories
to promotional issues.
Services
Spohrer, 2008).
business.
As evidenced by the fact that the majority of both empirical and conceptual arti-
advertising literature,
some
research methods.
there
is
146 JOURNAL
Services
particular finding is not clear. That is, theoretical frameworks are important in provid-
inclusions.
with
higher-order
statistical
and-effect findings that can provide critical implications for service advertisers.
related questions.
keting journals.
prominent
journals
services-advertising
frame
researchers
Services
Email: treilly@unlserve.unl.edu
John Copeland
ever-changing new media will help service providers keep pace with societys
Services in
Context
future study.
communications strategies.
148 JOURNAL
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