Ad likeability and brand recall in Asia: A cross-cultural study

Abstract

It has been proposed that in order for advertising to be effective it must be liked by the consumers, with the rationale being that if an ad is liked, consumers will confer attention upon it, thereby creating an awareness of the product/brand. This paper reports a study on ad likeability among Asian consumers (in Shanghai, Jakarta and Mumbai), focusing on brand recall. In particular, as an example, this paper will look at attitudes towards television commercials for the world's number one brand, Coca–Cola, and determine the main drivers for likeability.