Determinants and antecedents of general attitudes towards advertising

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.Design/methodology/approach – Drawing on data from consumer surveys conducted in the major urban areas of Bulgaria and Romania the study conceptualises 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 its instruments in each country to identify similarities and differences in consumer perceptions.Findings – Findings confirm that consumers in the two countries are more positive about advertising as an institution than the instruments used to promote advertising. While product information acquisition is the main personal use of advertising which influences general attitudes to advertising in Bulgaria, the entertaining value of advertising was found the strongest personal u...

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