THE IMPACT OF CONSUMERS ATTITUDE TOWARD ADVERTISING ON PRODUCT ATTITUDE

Comiati Raluca () and Plaias Ioan ()
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Comiati Raluca: University Babes-Bolyai, Faculty of Economics and Business Administration
Plaias Ioan: University Babes-Bolyai, Faculty of Economics and Business Administration

Interdisciplinary Management Research, 2010, vol. 6, 727-738

Abstract: In the paste decades, marketing researchers tried to understand and determine the impact of advertising on consumers’ attitude toward products or brands. The starting point into the analysis was that the favorable or unfavorable evaluation of advertisement is transferred or associated with the promoted product or brand. This paper is aimed to highlight the manner and the grade in which the consumers’ attitude toward advertising is influencing the attitude toward the advertised product. More than evaluating the influence of attitude toward advertising, we outline the influence exerted by the elements of an advertisement. Moreover, we examine the impact of attitude toward the advertising on the attitude toward various product categories. The results are based on an empirical research that took place in Cluj-Napoca.

Keywords: advertising; ad attitude; product attitude; household products; longterm use products (search for similar items in EconPapers)
JEL-codes: D11 M37 (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (1)

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