Advertising dislikeability in Asia: Is there a relationship with purchase intention and frequency?
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 7 January 2013
Abstract
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.
Keywords
Acknowledgements
The authors would like to thank NFO WorldGroup – Hong Kong for undertaking the research and Lowe Advertising (HK) Limited for granting access to the dataset, and gratefully acknowledge financial support for this research from China Ministry of Education (Grant no. 10YJC630073).
Citation
Fam, K.-S., S. Waller, D., Cyril de Run, E. and He, J. (2013), "Advertising dislikeability in Asia: Is there a relationship with purchase intention and frequency?", Asia Pacific Journal of Marketing and Logistics, Vol. 25 No. 1, pp. 144-161. https://doi.org/10.1108/13555851311290984
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited