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

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dc.contributor.author Fam, K-S
dc.contributor.author Waller, DS
dc.date.accessioned 2009-12-21T03:54:46Z
dc.date.issued 2006
dc.identifier.citation Qualitative Market Research, 2006, 9 (1), pp. 38 - 50
dc.identifier.issn 1352-2752
dc.identifier.other C1 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.
dc.language eng
dc.relation.hasversion Accepted manuscript version
dc.relation.isbasedon 10.1108/13522750610640549
dc.rights This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here http://epress.lib.uts.edu.au/research/handle/10453/5984. 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
dc.type Journal Article
dc.parent Qualitative Market Research
dc.journal.volume 1
dc.journal.volume 9
dc.journal.number 1 en_US
dc.publocation Bradford, UK en_US
dc.publocation USA
dc.identifier.startpage 38 en_US
dc.identifier.endpage 50 en_US
dc.cauo.name BUS.School of Marketing en_US
dc.conference Verified OK en_US
dc.for 150502 Marketing Communications
dc.personcode 010525
dc.percentage 100 en_US
dc.classification.name Marketing Communications en_US
dc.classification.type FOR-08 en_US
dc.edition 1
dc.description.keywords advertising; cross-cultural studies; national cultures; South Asia; South East Asia; television en_US
dc.description.keywords E-Learning, Assessment, Web-based, Attributes, Evaluation
dc.description.keywords advertising
dc.description.keywords cross-cultural studies
dc.description.keywords national cultures
dc.description.keywords South Asia
dc.description.keywords South East Asia
dc.description.keywords television
dc.description.keywords Advertising
dc.description.keywords Cross-cultural studies
dc.description.keywords National cultures
dc.description.keywords Television
pubs.embargo.period Not known
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/School of Marketing
utslib.copyright.status Open Access
utslib.copyright.date 2015-04-15 12:23:47.074767+10


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