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Determinants and antecedents of general attitudes towards advertising - A study of two EU accession countries

Petrovici, Dan Alex, Marinov, Marin (2007) Determinants and antecedents of general attitudes towards advertising - A study of two EU accession countries. European Journal of Marketing, 41 (3-4). pp. 307-326. ISSN 0309-0566. (doi:10.1108/03090560710728354) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1108/03090560710728354

Abstract

Purpose - The purpose of this paper is to explore the relationships between determinants and primary antecedents of advertising and attitudes to advertising in the context of European Union accession countries.

Originality/value - The paper is a result of an original research that has extended theoretical concepts and compared their applicability to comparable EU accession contexts. Its findings suggest that advertising should be adapted to the personal uses and attitudes to advertising in the researched contexts by putting more emphasis on image building in order to increase its persuasive power and raise public trust in the institution and instruments of advertising.

Item Type: Article
DOI/Identification number: 10.1108/03090560710728354
Uncontrolled keywords: advertising; advertising effectiveness; European union; Bulgaria; Romania
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Suzanne Duffy
Date Deposited: 18 Mar 2008 10:21 UTC
Last Modified: 06 Feb 2020 04:00 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/2254 (The current URI for this page, for reference purposes)
Petrovici, Dan Alex: https://orcid.org/0000-0002-2688-5439
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