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....

Purpose: This paper aims to examine the common situation where the sponsor of an event is replaced and the impact of this situation on consumers’ behavioral intentions toward the new sponsor. Design/methodology/approach: An original conceptual framework was developed to account for...

Purpose – The purpose of this study is to examine likeable executional techniques in advertising across five Asian countries and their impact on purchase intentions. Design/methodology/approach – A total of 1,000 urban young adults in five Asian countries (HK, China, Indonesia, Thailand and...

Recent surveys find that while managers favored issues of media coverage not more than ten years ago, now they rate sponsor awareness and image transfer from the sponsored event to the sponsor as the main reasons for engaging in sport C. However, the evaluation of C has not kept up with this...