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Ethnic food advertising formats and consumers’ responses: Picture-dominant or text-dominant?
Institution:1. Wilson School of Hospitality and Resort Management University of Memphis 3700 Central Avenue, Suite 140 E Memphis, TN 38152, USA;2. School of Hospitality and Tourism Management Purdue University Marriott Hall, Room 245, 900?W. State Street, West Lafayette, IN 47907, USA;1. Faculty of Business Administration, University of Macau, Avenida da Universidade, Taipa, Macau, China;2. School of Hospitality Business Management, Carson College of Business, Washington State University, Pullman, WA, 99164-4742, USA;3. Flinders Business, College of Business, Governance and Law, Flinders University, Australia;4. School of Management, Xiamen University, Xiamen 361005, China;1. Department of Hotel Management, Graduate School of Kyung Hee University, Seoul, Republic of Korea;2. Department of Hotel Management, Kyung Hee University, Seoul, Republic of Korea;1. The University of Aveiro, The GOVCOPP Research Unit, University of Aveiro, Department of Economics, Management, Industrial Engineering and Tourism, Campus Universitário de Santiago, 3810-193, Aveiro, Portugal;2. The University of Aveiro, Department of Economics, Management, Industrial Engineering and Tourism, University of Aveiro, Campus Universitário de Santiago, 3810-193, Aveiro, Portugal
Abstract:
Keywords:Ethnic food  Korean food  Restaurant advertisement  Advertising format  Customer familiarity  Endorsement
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