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Abstract This article presents a broad overview of the circumstances leading to the development of the special issue of Journal of Advertising devoted to the advertising of services. In addition, a brief synopsis of each of the articles appearing in the special issue is given. Observations...
Abstract The article proposes intimacy theory as the basis of services relationships communicated by advertising. It advocates intimacy theory as more generalizable across services marketing situations than either exchange or seduction theory. Drawing from psychology and social psychology, it...
Abstract Although services advertising has been studied heavily, researchers concur that programmatic research with a strategic emphasis is still needed on that topic. Such efforts may be hampered without a comprehensive summary of the general findings across studies. Therefore, to assess the...
Abstract Several studies have investigated differences between goods and services advertisements, but no research has examined differences between business-to-business services advertising and consumer services advertising. The authors use the content analysis method to investigate differences...
Abstract The authors discuss the potential merits of taking a narrative approach to communicating service brand image through advertising. On the assumption that a primary goal of advertising should be to create a vivid image of the brand in consumers' minds, they assess past definitions of...
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