Advertising dislikeability in Asia: Is there a relationship with purchase intention and frequency?

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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....

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Bibliographic Details
Main Authors:	Kim-Shyan, Fam, David S., Waller, Ernest Cyril, de Run, Jian, He
Format:	Article
Language:	English
Published:	Emerald Group Publishing Limited 2013
Subjects:	HB Economic Theory
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

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