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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. ISSN 02650487

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    Abstract

    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
    Related URLs:
    Depositing user: Strathprints Administrator
    Date Deposited: 23 Jan 2008
    Last modified: 04 Sep 2014 17:51
    URI: http://strathprints.strath.ac.uk/id/eprint/4535

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