Communicating value to enhance service visualization
Purpose – This study aims to examine the effects of enhanced visualization of intangible service value through integration of means-end perspectives on advertising effectiveness. Design/methodology/approach – Banking advertisements, incorporating message stimuli derived from salient values desi...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Published: |
Emerald
2018
|
| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/52461/ |