Purpose – The purpose of this paper is to determine what can cause dislike of an advertisement's message in Asia. Television commercials were looked at specifically to provide an insight into the construct of advertising dislikeability and how it affects purchase intention and purchase...

Contributed articles presented at an international conference organized by DFID and Refugee and Migratory Movements Research Unit, University of Dhaka with reference to emigration and immigration in various South Asian countries for economic reasons