Market-Tržište, Vol. 32 No. 2, 2020.
Original scientific paper
https://doi.org/10.22598/mt/2020.32.2.129
Advertising Value and Attitude to Catalogs and Store Flyer Ads Among Croatian Consumers – SEM Approach
Damir Dobrinić
orcid.org/0000-0002-8489-2688
; University of Zagreb, Faculty of organization and informatics
Abstract
Purpose – This research study aims to determine the influence of the factors of informativeness, entertainment, irritation, and credibility on the perception of the value of advertisements and the attitude to advertising through catalogs and store flyers among Croatian consumers.
Design/methodology/approach – In the research, testing a theoretical model of value perception, 354 correct answers were collected via email, Facebook groups, and Internet forums. Hypotheses were tested using structural equation modeling.
Findings and implications – The results of this research show that the informativeness, entertainment, and credibility are important predictors of the value of catalogs and flyer advertising. Irritation is not. Furthermore, entertainment, credibility, and perception of the advertisement’s value have a positive and significant impact on the attitude to advertising through catalogs and store flyers. In addition to the scientific contribution, the research study has its practical significance as a guide to future marketing activities aimed at increasing the effectiveness of this type of advertising.
Limitation – The sample representativeness may be a limiting factor of this research because the author used available email addresses, Facebook groups, and Internet portals.
Originality – A review of the bibliography available found that the applied value perception model had not previously been tested in the context of catalogs and store flyers. It builds on the current knowledge about the effectiveness of individual advertising media.
Keywords
catalogs; store flyers; model; the value of advertisements; attitude to advertising;
Hrčak ID:
250244
URI
Publication date:
11.1.2021.
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