Advertising dislikeability in Asia: Is there a relationship with purchase intention and frequency?

• Main Authors: Kim-Shyan, Fam, David S., Waller, Ernest Cyril, de Run, Jian, He
• Format: E-Article
• Language: English
• Published: Emerald Group Publishing Limited 2013
• Subjects: HB Economic Theory
• Online Access: http://ir.unimas.my/id/eprint/8626/1/Advertising%20dislikeability%20in%20Asia%20Is%20there%20a%20relationship%20with%20purchase%20intention%20and%20frequency%20%28abstract%29.pdf; http://ir.unimas.my/id/eprint/8626/; http://www.researchgate.net/publication/236202676_Advertising_dislikeability_in_Asia_Is_there_a_relationship_with_purchase_intention_and_frequency

Purpose – The purpose of this paper is to determine what can cause dislike of an advertisement’s message in Asia. Television commercials were looked at specifically to provide an insight into the construct of advertising dislikeability and how it affects purchase intention and purchase frequency....