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首页> 外文期刊>Journal of Euromarketing >Consumer Attitudes Toward Advertising in Bulgaria and Romania
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Consumer Attitudes Toward Advertising in Bulgaria and Romania

机译：保加利亚和罗马尼亚消费者对广告的态度

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摘要

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.
机译：本文探讨了人口因素对消费者对广告的态度，广告的社会和经济影响以及保加利亚和罗马尼亚背景下的广告个人使用的影响。该研究利用在两国主要城市地区进行的消费者调查数据，概念化了Pollay和Mittal关于广告的信念和态度模型的扩展版本。它测试了各国对广告制度和广告手段的广泛态度。调查结果证实，男性，老年消费者以及整个样本中受过较高教育的人们对广告的态度较差。根据态度，个人用途，广告的感知效果以及对经济和社会的态度，在保加利亚和罗马尼亚确定了四类消费者。这些集群在定制广告信息和吸引力以及针对保加利亚和罗马尼亚新兴市场的战略方面具有价值。

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