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

Fam, KS; Waller, DS

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

Fam, KS Waller, DS

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Publication Type:: Journal Article
Citation:: Qualitative Market Research, 2006, 9 (1), pp. 38 - 50
Issue Date:: 2006-01-23

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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.date.issued	2006-01-23	en_US
dc.identifier.citation	Qualitative Market Research, 2006, 9 (1), pp. 38 - 50	en_US
dc.identifier.issn	1352-2752	en_US
dc.identifier.uri	http://hdl.handle.net/10453/5984
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 at tributes 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. Originality/value - This study uses informant driven data, rather than researcher driven, to identify cross-cultural differences in the concept of advertising likeability. Further, it suggests that qualitative research can provide valuable results for international marketers and those who would like a better understanding of new markets, as long as they analyse the results keeping in mind the cultural context of the country, such as traditions, customs, values and religions. © Emerald Group Publishing Limited.	en_US
dc.relation.ispartof	Qualitative Market Research	en_US
dc.relation.isbasedon	10.1108/13522750610640549	en_US
dc.subject.classification	Marketing	en_US
dc.title	Identifying likeable attributes: A qualitative study of television advertisements in Asia	en_US
dc.type	Journal Article
utslib.citation.volume	1	en_US
utslib.citation.volume	9	en_US
utslib.for	150502 Marketing Communications	en_US
utslib.for	1505 Marketing	en_US
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	open_access
pubs.issue	1	en_US
pubs.publication-status	Published	en_US
pubs.volume	9	en_US

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 at tributes 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. Originality/value - This study uses informant driven data, rather than researcher driven, to identify cross-cultural differences in the concept of advertising likeability. Further, it suggests that qualitative research can provide valuable results for international marketers and those who would like a better understanding of new markets, as long as they analyse the results keeping in mind the cultural context of the country, such as traditions, customs, values and religions. © Emerald Group Publishing Limited.

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http://hdl.handle.net/10453/5984