Abstract:
This paper reports the findings of a cross-cultural qualitative research undertaken across five Asian cities (Hong Kong, Shanghai, Jakarta, Bangkok and Mumbai) to discuss Asian consumers’ attitudes towards television commercials in their respective country/city. The study was conducted in using focus groups with the aim to provide an insight into the construct of “advertising likeability”. In an effort to explore this, a process was undertaken to be able to compare the cross-cultural samples and discover some cultural differences.
