Consumer Attitudes Toward Advertising in Bulgaria and Romania.

Marinov, Mann and Petrovici, Dan A and Marinova, Svetla (2008) Consumer Attitudes Toward Advertising in Bulgaria and Romania. Journal of Euromarketing, 17 (2). pp. 81-93. ISSN 1049-6483. (The full text of this publication is not available from this repository)

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Official URL
http://dx.doi.org/10.1080/10496480802134662

Abstract

The paper explores demographic impacts on consumer attitudes toward advertising, perceived social and economic effects of advertising, and personal uses of advertising in the context of Bulgaria and Romania. Drawing on data from consumer surveys conducted in the major urban areas of the two countries, the study conceptualizes an extended version of Pollay and Mittal's model of beliefs and attitudes toward advertising. It tests a comprehensive range of attitudes toward the institution of advertising and instruments of advertising in each country. Findings confirm that men, elderly consumers, and those with higher levels of education of the whole sample hold less favorable attitudes toward advertising. Four clusters of consumers have been identified in both Bulgaria and Romania based on the attitudes, personal uses, and perceived effects of advertising as well as attitudes toward the economy and society. These clusters have value in tailoring advertising messages and appeals, and targeting strategies in the emerging markets of Bulgaria and Romania.

Item Type: Article
Uncontrolled keywords: Advertising, attitudes, Bulgaria, institution of advertising, instruments of advertising, personal uses of advertising, Romania
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Rebecca Stevenson
Date Deposited: 11 Dec 2009 12:58
Last Modified: 11 Dec 2009 12:58
Resource URI: http://kar.kent.ac.uk/id/eprint/23442 (The current URI for this page, for reference purposes)
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