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| Author: | Smit, E. G. Meurs, L. van Neijens, P. C. |
| Title: | Effects of advertising likeability: a 10-year perspective |
| Journal: | Journal of Advertising Research
2006 : MAR, VOL. 46:1, p. 73-83 |
| Index terms: | advertising effectiveness television advertising |
| Language: | eng |
| Abstract: | This paper deals with advertising likeability and its contribution to the effectiveness of television commercials. It also analyses whether likeability and its effects have changed over the years. Findings show that over a period of 10 years (1992-2001) commercials were perceived as less likeable and effective. However the predictive value of different advertising likeability dimensions remained stable. |
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