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ABSTRACT
Many advertisers aim to present advertisements that will at least be liked by those who see them, as it has been suggested that advertising likeability can lead to advertising recall, favorable brand attitudes, and possibly purchase intention. This study investigates consumer attitudes in Asia toward television commercials by determining attributes that are liked and disliked in advertisements. Data were obtained from telephone interviews conducted in Hong Kong, Shanghai, Jakarta, Bangkok, and Mumbai, each country with distinct cultural and religious beliefs. The results show that “Entertaining” is the most liked attribute across the five cities. However, the importance of other likeable attributes varied, and the study concludes by providing several explanations to the variations in an Asian context.
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