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

Qualitative Market Research

Volumn 9, Issue 1, 2006, Pages 38-50

  Fam, Kim Shyan ^a   Waller, David S ^b  

^a UNIVERSITY OF OTAGO   (New Zealand)

^b UNIVERSITY OF TECHNOLOGY SYDNEY   (Australia)

Author keywords

Advertising; Cross cultural studies; National cultures; South Asia; South East Asia; Television

Indexed keywords

EID: 30744441399     PISSN: 13522752     EISSN: None     Source Type: Journal    
DOI: 10.1108/13522750610640549     Document Type: Article

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