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

Fam, KS; Waller, DS; Cyril de Run, E; He, J

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

Fam, KS Waller, DS

Cyril de Run, E He, J

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Publication Type:: Journal Article
Citation:: Asia Pacific Journal of Marketing and Logistics, 2013, 25 (1), pp. 144 - 161
Issue Date:: 2013-01-04

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Field	Value	Language
dc.contributor.author	Fam, KS	en_US
dc.contributor.author	Waller, DS https://orcid.org/0000-0002-4016-4275	en_US
dc.contributor.author	Cyril de Run, E	en_US
dc.contributor.author	He, J	en_US
dc.date.issued	2013-01-04	en_US
dc.identifier.citation	Asia Pacific Journal of Marketing and Logistics, 2013, 25 (1), pp. 144 - 161	en_US
dc.identifier.issn	1355-5855	en_US
dc.identifier.uri	http://hdl.handle.net/10453/23455
dc.description.abstract	© 2013, © Emerald Group Publishing Limited. 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. Design/methodology/approach: The study utilizes the attention/salience hypothesis. A total of 931 people were questioned in five Asian cities (Hong Kong, Shanghai, Jakarta, Bangkok and Mumbai) using telephone interviews. Findings: The results revealed 931 dislike attributes that were reduced to seven: style, meaningless, character, exaggeration, irresponsive, violent and hard-sell. There also appears to be a close relationship between the disliking of advertisements and purchase intention and purchase frequency. Practical implications: Findings indicate a strong relationship of the dislikeability variables with culture and religion in the five Asian cities and this must be taken seriously by advertisers. International advertisers need to pay attention to the local values and tradition and use the advertising communication message appropriately. Social implications: Advertisers must be acutely aware of the social norms in designing their advertisements and the findings here can be a guide for public and/or industry policy towards advertising. Originality/value: The paper has produced a new construct of advertising dislikeability and details how it affects purchase intention and purchase frequency. This construct can be further tested in other nations and situations, in order to develop an understanding of dislike towards advertising.	en_US
dc.relation.ispartof	Asia Pacific Journal of Marketing and Logistics	en_US
dc.relation.isbasedon	10.1108/13555851311290984	en_US
dc.title	Advertising dislikeability in Asia: Is there a relationship with purchase intention and frequency?	en_US
dc.type	Journal Article
utslib.citation.volume	1	en_US
utslib.citation.volume	25	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1506 Tourism	en_US
utslib.for	1507 Transportation and Freight Services	en_US
dc.location.activity	Valencia, Spain
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.issue	1	en_US
pubs.publication-status	Published	en_US
pubs.volume	25	en_US

Abstract:

© 2013, © Emerald Group Publishing Limited. 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. Design/methodology/approach: The study utilizes the attention/salience hypothesis. A total of 931 people were questioned in five Asian cities (Hong Kong, Shanghai, Jakarta, Bangkok and Mumbai) using telephone interviews. Findings: The results revealed 931 dislike attributes that were reduced to seven: style, meaningless, character, exaggeration, irresponsive, violent and hard-sell. There also appears to be a close relationship between the disliking of advertisements and purchase intention and purchase frequency. Practical implications: Findings indicate a strong relationship of the dislikeability variables with culture and religion in the five Asian cities and this must be taken seriously by advertisers. International advertisers need to pay attention to the local values and tradition and use the advertising communication message appropriately. Social implications: Advertisers must be acutely aware of the social norms in designing their advertisements and the findings here can be a guide for public and/or industry policy towards advertising. Originality/value: The paper has produced a new construct of advertising dislikeability and details how it affects purchase intention and purchase frequency. This construct can be further tested in other nations and situations, in order to develop an understanding of dislike towards advertising.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/23455