Identifying likeable attributes: a qualitative study of television advertisements in Asia

Kim‐Shyan Fam · David S. Waller

30 citations0/0 files storedQualitative Market Research An International Journal

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Media, Gender, and Advertising

Abstract

Purpose Numerous studies investigate what contributes to advertising likeability; however, these are often based on quantitative research undertaken in western countries. This paper aims to report the findings of a cross‐cultural qualitative study undertaken across five Asian cities (Hong Kong, Shanghai, Jakarta, Bangkok and Mumbai) to discuss Asian consumers' attitudes towards television commercials in their respective country/city. Design/methodology/approach The data was gathered from two focus group interviews (1 male and 1 female) conducted in each city. Each group comprised of eight people and the interview lasted between 40 and 60 minutes. In each focus group several of the most liked locally produced television commercials were presented to the participants and the discussion that followed centered around visual images that they most liked. Findings The results found differences in the likeable attributes between the five cities. These variations can be attributed to the differences in local culture, and to a lesser degree, other market‐related factors like attitudes towards advertising in general, cultural outlook and perspective, consumer confidence and hours of watching television per week. Originality/value This study uses informant driven data, rather than researcher driven, to identify cross‐cultural differences in the concept of advertising likeability. Further, it suggests that qualitative research can provide valuable results for international marketers and those who would like a better understanding of new markets, as long as they analyse the results keeping in mind the cultural context of the country, such as traditions, customs, values and religions.

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References

1983Culture's Consequences: International Differences in Work-Related Values.1997Focus Groups as Qualitative Research 1997The media equation: how people treat computers, television, and new media like real people and places 1990Focus Groups: Theory and Practice 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 2010Amusing Ourselves to Death: Public Discourse in the Age of Show Business 2017Doing Qualitative Research 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context

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2015Country-of-origin and emerging countries: revisiting a complex relationship 2023Explaining media effect of green advertising on audience attitude 2013Advertising dislikeability in Asia 2012Environmental Advertising and its Effects on Consumer Purchasing Patterns in West Bengal, India 2011Like it or not: differences in advertising likeability and dislikeability within Asia

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