Artikel Jurnal

Advertising's new audiences: consumer response in the new free market economies of Central and Eastern Europe--the case of the Czech Republic (E-JOURNAL)

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This study investigates the structure of consumer beliefs and attitudes toward advertising in a leading-edge, new market economy of Central and Eastern Europe--the Czech Republic. Based on a national sample, Czech consumers' beliefs about advertising's informational value and its role in the nation's economy explained their attitudes toward advertising significantly. Our data also revealed five consumer segments ranging from enthusiasts to severe critics. Segments with unfavorable attitudes saw advertising as being short on information and long on falsity. As such, the study's findings signal a need to steer the practice of advertising toward more product information, truth, and ethical standards. The first of its kind in Central and Eastern Europe, the study underscores the need to map consumer attitudes in other Central and Eastern European nations, and toward that agenda, it provides a framework for measurement of consumer belief profiles and identification of diverse attitude

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

337.142 094 37 MIL a

Penerbit

Milton Park : Taylor & Francis Group LLC., 2010

Deskripsi Fisik

82-98 hlm ; 18 lembar

Bahasa

English

ISBN/ISSN

0091-3367

Klasifikasi

337.142 094 37

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

Vol. 39, Issue 3

Subjek

market economy

Info Detail Spesifik

Document Type: Essay

Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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