Identifying likeable attributes: a qualitative study of television advertisements in Asia

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Show simple item record Fam, Kim en_US Waller, David en_US 2009-12-21T03:54:46Z 2009-12-21T03:54:46Z 2006 en_US
dc.identifier 2006004651 en_US
dc.identifier.citation Fam Kim and Waller David 2006, 'Identifying likeable attributes: a qualitative study of television advertisements in Asia', Emerald Group Publishing Ltd., vol. 9, no. 1, pp. 38-50. en_US
dc.identifier.issn 1352-2752 en_US
dc.identifier.other C1 en_US
dc.description.abstract Purpose ? Numerous studies investigate what contributes to advertising likeability; however, these are often based on quantitative research undertaken in western countries. This paper aims to report the findings of a cross-cultural qualitative study 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. Design/methodology/approach ? The data was gathered from two focus group interviews (1 male and 1 female) conducted in each city. Each group comprised of eight people and the interview lasted between 40 and 60 minutes. In each focus group several of the most liked locally produced television commercials were presented to the participants and the discussion that followed centered around visual images that they most liked. Findings ? The results found differences in the likeable attributes between the five cities. These variations can be attributed to the differences in local culture, and to a lesser degree, other market-related factors like attitudes towards advertising in general, cultural outlook and perspective, consumer confidence and hours of watching television per week. en_US
dc.publisher Emerald Group Publishing Ltd. en_US
dc.relation.hasversion Accepted manuscript version
dc.relation.isbasedon en_US
dc.rights This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
dc.title Identifying likeable attributes: a qualitative study of television advertisements in Asia en_US
dc.parent Qualitative Market Research: an international journal en_US
dc.journal.volume 9 en_US
dc.journal.number 1 en_US
dc.publocation Bradford, UK en_US
dc.identifier.startpage 38 en_US
dc.identifier.endpage 50 en_US BUS.School of Marketing en_US
dc.conference Verified OK en_US
dc.for 150502 en_US
dc.personcode 0000017883 en_US
dc.personcode 010525 en_US
dc.percentage 100 en_US Marketing Communications en_US
dc.classification.type FOR-08 en_US
dc.description.keywords advertising; cross-cultural studies; national cultures; South Asia; South East Asia; television en_US
dc.staffid 010525 en_US

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