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Personal uses and perceived social and economic effects of advertising in Bulgaria and Romania

Petrovici, Dan Alex, Marinova, Svetla, Marinov, Marin, Lee, Nick (2007) Personal uses and perceived social and economic effects of advertising in Bulgaria and Romania. International Marketing Review, 24 (5). pp. 539-562. ISSN 0265-1335. (doi:10.1108/02651330710827988) (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/10.1108/02651330710827988

Abstract

Purpose - The objective of this paper is to uncover the underlying dimensions of, and examine the similarities and differences in, personal uses of advertising, perceived socio-economic effects of advertising, and consumer beliefs and attitudes toward advertising in Bulgaria and Romania. Moreover, it aims to identify the relative importance of the predictors of attitudes toward advertising in the two countries.

Originality/value - This study reveals that, while general attitudes toward advertising may be similar, attitudes toward the institution and instruments of advertising may differ even in countries with geographic proximity and low cultural distance.

Item Type: Article
DOI/Identification number: 10.1108/02651330710827988
Uncontrolled keywords: advertising; consumer behaviour; Bulgaria; Romania
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Suzanne Duffy
Date Deposited: 18 Mar 2008 10:22 UTC
Last Modified: 06 Feb 2020 04:00 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/2255 (The current URI for this page, for reference purposes)
Petrovici, Dan Alex: https://orcid.org/0000-0002-2688-5439
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