Effects of Advertising Likeability: A 10-Year Perspective

In the early 1990s various studies showed the importance of advertising likeability for advertising effectiveness.

Effects of Advertising Likeability: A 10-Year Perspective

Edith G. SmitUniversity of AmsterdamLex Van MeursIntomart GfKPeter C. NeijensUniversity of Amsterdam

INTRODUCTION

Likeability has always been important for advertisers, but in 1990 the Advertising...