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The Impact Of Consumers Attitude Toward Advertising On Product Attitude

Author

Listed:
  • Comiati Raluca

    (University Babes-Bolyai, Faculty of Economics and Business Administration)

  • Plaias Ioan

    (University Babes-Bolyai, Faculty of Economics and Business Administration)

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.

Suggested Citation

  • Comiati Raluca & Plaias Ioan, 2010. "The Impact Of Consumers Attitude Toward Advertising On Product Attitude," Interdisciplinary Management Research, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 6, pages 727-738.
    • Handle: RePEc:osi:journl:v:6:y:2010:p:727-738
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    File URL: http://www.efos.unios.hr/repec/osi/journl/PDF/InterdisciplinaryManagementResearchVI/IMR6a55.pdf
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    References listed on IDEAS

    as
    1. Chattopadhyay, Amitava & Nedungadi, Prakash, 1992. "Does Attitude toward the Ad Endure? The Moderating Effects of Attention and Delay," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 26-33, June.
    2. Brown, Steven P & Stayman, Douglas M, 1992. "Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 34-51, June.
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    Cited by:

    1. Ana Cláudia Amaro & Luisa M. Martinez & Filipe R. Ramos & Karla Menezes & Silvio Menezes, 2023. "An overstimulated consumer in a highly visual world: the moderating effect of the highly sensitive person trait on the attitude towards the ad," Electronic Commerce Research, Springer, vol. 23(3), pages 1429-1458, September.

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    More about this item

    Keywords

    advertising; ad attitude; product attitude; household products; longterm use products;
    All these keywords.

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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