Strathprints logo
Strathprints Home | Open Access | Browse | Search | User area | Copyright | Help | Library Home | SUPrimo

An empirical examination of public attitudes towards advertising in a transitional economy

Petrovici, D. and Paliwoda, S.J. (2007) An empirical examination of public attitudes towards advertising in a transitional economy. International Journal of Advertising, 26 (2). pp. 247-276.

[img] Microsoft Word
Empirical_Examination_of_Public_Attitudes_toward_Advertising.doc - Draft Version

Download (95kB)


This paper examines public attitudes towards advertising within the context of transition in central and eastern Europe. Drawing on a consumer survey conducted in three cities within Romania, the study conceptualises Pollay and Mittal's (1993) model of beliefs and attitudes towards advertising. This study introduces a novel differentiation between image and the social integration role of advertising, extending in this way the concept of the personal uses of advertising. It highlights variations in public opinion towards advertising between socio-cultural areas in Romania. Attitudes towards the institution of advertising, attitude-instrument, product information and hedonic/pleasure have a positive effect on general attitude to advertising as expected. Consumers who perceive an informational and entertaining value of advertising, those holding positive attitudes towards advertising as an institution in a free market economy and the instruments used to further it, are more likely to hold positive general attitudes towards advertising. The role of advertising exhibits a positive effect on general attitude. Image has a surprisingly negative effect on general attitude towards advertising, which contrasts with expectations based upon developed countries. Finally, the managerial implications are discussed.

Item type: Article
ID code: 4535
Keywords: advertising, romania, eastern europe, marketing, business, consumer attitudes, Marketing. Distribution of products, Communication, Marketing
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Depositing user: Strathprints Administrator
Date Deposited: 23 Jan 2008
Last modified: 21 May 2015 09:58
Related URLs:

Actions (login required)

View Item View Item