...Hanna Komulainen; Tuija Mainela; Jaana Tähtinen; Pauliina Ulkuniemi Purpose The purpose of this paper is to examine why retailers' perceptions of the value of a novel technology‐intensive mobile advertising service differ. Design/methodology/approach The research design follows an abductive...

...Anna S. Mattila Despite a growing interest in services marketing as a research topic, the communication of service quality is relatively unexplored. The goal of this study was to shed some light on the relative effectiveness of emotional versus rational appeals in advertising services to potential...