Communicating value to enhance service visualization

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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...

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Bibliographic Details
Main Authors:	Leong, Vai Shiem, Hibbert, Sally, Ennew, Christine
Format:	Article
Published:	Emerald 2018
Subjects:	Intangibility; Financial services; Values; Visualization strategy; Advertising; Means-end chain
Online Access:	https://eprints.nottingham.ac.uk/52461/

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