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Journal of Marketing Communications Volume 24, 2018 - Issue 5
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Original Articles

Services advertising: showcase the customer!

Jean-Marc DécaudinDepartment of Marketing, IAE, Toulouse Capitole University, Toulouse, France;Department of Strategy, Toulouse Business School, Toulouse, France
&
Denis LacosteDepartment of Strategy, Toulouse Business School, Toulouse, FranceCorrespondence[email protected]
Pages 518-534 | Received 11 Feb 2015, Accepted 21 Dec 2015, Published online: 01 Sep 2016

Citations (7)

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Read on this site (3)

Utkarsh. (2023) Tangible and intangible quality cues in service advertising: A construal level theory perspective. Journal of Global Scholars of Marketing Science 33:1, pages 90-106.
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Jonathan Ross Gilbert & Marla Royne Stafford. (2022) A Stitch in Time Saves Nine: Redressing a (Dis)Service to Advertising. Journal of Advertising 51:3, pages 276-293.
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Utkarsh. (2018) Examination of Credence and Noncredence Service Advertisement Strategies in the United States and India. Services Marketing Quarterly 39:3, pages 240-259.
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Articles from other publishers (4)

Jean-Marc Décaudin & Denis Lacoste. (2022) Airlines: Standardize Your International Advertising!. Journal of Travel Research 62:5, pages 1090-1104.
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Marlini Bakri, Jayne Krisjanous & James E. Richard. (2020) Decoding service brand image through user-generated images. Journal of Services Marketing 34:4, pages 429-442.
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Nicolae Al. Pop, Cristina Andrada Baba & Raluca Năstate Anysz. (2019) Marketing communication in Tourism Connection challenges in new service sectors. Proceedings of the International Conference on Business Excellence 13:1, pages 1098-1107.
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Rui Qi, David A Cárdenas, Xichen Mou & Simon Hudson. (2018) The strategic value of advertising expenditures in the tourism and hospitality industry. Tourism Economics 24:7, pages 872-888.
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