Gazley, Aaron; Krisjanous, Jayne; Fam, Kim‐Shyan; … - In: Asia Pacific Journal of Marketing and Logistics 24 (2012) 1, pp. 23-40
Purpose – The purpose of this paper is to examine Asian consumers' attitudes towards television advertisements (ads) to provide an insight into the antecedents and consequences of liked and disliked ads and the cultural differences that influence these relationships....
