Consumer attitudes to advertising in Bulgaria and Romania

Marinov, Marin and Petrovici, Dan and Marinova, Svetla (2009) Consumer attitudes to advertising in Bulgaria and Romania. Journal of Euromarketing, 17 (2). pp. 81-92.

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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
Article Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Schools and Research Institutes > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Ineke Tijsma
Date Deposited: 13 May 2015 09:45
Last Modified: 22 Jul 2015 14:01
URI: http://eprints.glos.ac.uk/id/eprint/1643

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