Attributes of Likeable Television Commercials in Asia

Kim-Shyan Fam

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.

Attributes of Likeable Television Commercials in Asia

Kim-Shyan FamUniversity of Otago, New Zealand

INTRODUCTION

Advertisements that are liked tend to perform better than advertisements that irritate consumers (Stapel, 1994). Indeed, the Advertising Research...

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