Advertising dislikeability in Asia: Is there a relationship with purchase intention and frequency?
Purpose – The purpose of this paper is to determine what can cause dislike of an advertisement’s message in Asia. Television commercials were looked at specifically to provide an insight into the construct of advertising dislikeability and how it affects purchase intention and purchase frequency....
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Group Publishing Limited
2013
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/8626/ http://ir.unimas.my/id/eprint/8626/1/Advertising%20dislikeability%20in%20Asia%20Is%20there%20a%20relationship%20with%20purchase%20intention%20and%20frequency%20%28abstract%29.pdf |
| _version_ | 1848836406351233024 |
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| author | Kim-Shyan, Fam David S., Waller Ernest Cyril, de Run Jian, He |
| author_facet | Kim-Shyan, Fam David S., Waller Ernest Cyril, de Run Jian, He |
| author_sort | Kim-Shyan, Fam |
| building | UNIMAS Institutional Repository |
| collection | Online Access |
| description | Purpose – The purpose of this paper is to determine what can cause dislike of an advertisement’s
message in Asia. Television commercials were looked at specifically to provide an insight into the
construct of advertising dislikeability and how it affects purchase intention and purchase frequency.
Design/methodology/approach – The study utilizes the attention/salience hypothesis. A total of
931 people were questioned in five Asian cities (Hong Kong, Shanghai, Jakarta, Bangkok and Mumbai)
using telephone interviews.
Findings – The results revealed 931 dislike attributes that were reduced to seven: style, meaningless,
character, exaggeration, irresponsive, violent and hard-sell. There also appears to be a close
relationship between the disliking of advertisements and purchase intention and purchase frequency.
Practical implications – Findings indicate a strong relationship of the dislikeability variables with
culture and religion in the five Asian cities and this must be taken seriously by advertisers.
International advertisers need to pay attention to the local values and tradition and use the advertising
communication message appropriately.
Social implications – Advertisers must be acutely aware of the social norms in designing their
advertisements and the findings here can be a guide for public and/or industry policy towards
advertising.
Originality/value – The paper has produced a new construct of advertising dislikeability and
details how it affects purchase intention and purchase frequency. This construct can be further tested
in other nations and situations, in order to develop an understanding of dislike towards advertising. |
| first_indexed | 2025-11-15T06:23:15Z |
| format | Article |
| id | unimas-8626 |
| institution | Universiti Malaysia Sarawak |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T06:23:15Z |
| publishDate | 2013 |
| publisher | Emerald Group Publishing Limited |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | unimas-86262015-08-19T07:21:37Z http://ir.unimas.my/id/eprint/8626/ Advertising dislikeability in Asia: Is there a relationship with purchase intention and frequency? Kim-Shyan, Fam David S., Waller Ernest Cyril, de Run Jian, He HB Economic Theory Purpose – The purpose of this paper is to determine what can cause dislike of an advertisement’s message in Asia. Television commercials were looked at specifically to provide an insight into the construct of advertising dislikeability and how it affects purchase intention and purchase frequency. Design/methodology/approach – The study utilizes the attention/salience hypothesis. A total of 931 people were questioned in five Asian cities (Hong Kong, Shanghai, Jakarta, Bangkok and Mumbai) using telephone interviews. Findings – The results revealed 931 dislike attributes that were reduced to seven: style, meaningless, character, exaggeration, irresponsive, violent and hard-sell. There also appears to be a close relationship between the disliking of advertisements and purchase intention and purchase frequency. Practical implications – Findings indicate a strong relationship of the dislikeability variables with culture and religion in the five Asian cities and this must be taken seriously by advertisers. International advertisers need to pay attention to the local values and tradition and use the advertising communication message appropriately. Social implications – Advertisers must be acutely aware of the social norms in designing their advertisements and the findings here can be a guide for public and/or industry policy towards advertising. Originality/value – The paper has produced a new construct of advertising dislikeability and details how it affects purchase intention and purchase frequency. This construct can be further tested in other nations and situations, in order to develop an understanding of dislike towards advertising. Emerald Group Publishing Limited 2013 Article NonPeerReviewed text en http://ir.unimas.my/id/eprint/8626/1/Advertising%20dislikeability%20in%20Asia%20Is%20there%20a%20relationship%20with%20purchase%20intention%20and%20frequency%20%28abstract%29.pdf Kim-Shyan, Fam and David S., Waller and Ernest Cyril, de Run and Jian, He (2013) Advertising dislikeability in Asia: Is there a relationship with purchase intention and frequency? Asia Pacific Journal of Marketing and Logistics, 25 (1). pp. 144-161. ISSN 1355-5855 http://www.researchgate.net/publication/236202676_Advertising_dislikeability_in_Asia_Is_there_a_relationship_with_purchase_intention_and_frequency DOI 10.1108/13555851311290984 |
| spellingShingle | HB Economic Theory Kim-Shyan, Fam David S., Waller Ernest Cyril, de Run Jian, He Advertising dislikeability in Asia: Is there a relationship with purchase intention and frequency? |
| title | Advertising dislikeability in Asia: Is there a relationship with purchase intention and frequency? |
| title_full | Advertising dislikeability in Asia: Is there a relationship with purchase intention and frequency? |
| title_fullStr | Advertising dislikeability in Asia: Is there a relationship with purchase intention and frequency? |
| title_full_unstemmed | Advertising dislikeability in Asia: Is there a relationship with purchase intention and frequency? |
| title_short | Advertising dislikeability in Asia: Is there a relationship with purchase intention and frequency? |
| title_sort | advertising dislikeability in asia: is there a relationship with purchase intention and frequency? |
| topic | HB Economic Theory |
| url | http://ir.unimas.my/id/eprint/8626/ http://ir.unimas.my/id/eprint/8626/ http://ir.unimas.my/id/eprint/8626/ http://ir.unimas.my/id/eprint/8626/1/Advertising%20dislikeability%20in%20Asia%20Is%20there%20a%20relationship%20with%20purchase%20intention%20and%20frequency%20%28abstract%29.pdf |