Advertising Value and Attitude to Catalogs and Store Flyer Ads Among Croatian Consumers – SEM Approach
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...
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| Format: | Article |
| Language: | English |
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Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2020-01-01
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| Series: | Tržište |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/364116 |
| _version_ | 1797207100732997632 |
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| author | Damir Dobrinić |
| author_facet | Damir Dobrinić |
| author_sort | Damir Dobrinić |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-24T09:17:33Z |
| format | Article |
| id | doaj.art-d8ee70c234084c51803f65ccf94bc873 |
| institution | Directory Open Access Journal |
| issn | 0353-4790 1849-1383 |
| language | English |
| last_indexed | 2024-04-24T09:17:33Z |
| publishDate | 2020-01-01 |
| publisher | Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) |
| record_format | Article |
| series | Tržište |
| spelling | doaj.art-d8ee70c234084c51803f65ccf94bc8732024-04-15T16:44:51ZengFaculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)Tržište0353-47901849-13832020-01-0132212914610.22598/mt/2020.32.2.129Advertising Value and Attitude to Catalogs and Store Flyer Ads Among Croatian Consumers – SEM ApproachDamir Dobrinić0University of Zagreb, Faculty of organization and informaticsPurpose – 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.https://hrcak.srce.hr/file/364116catalogsstore flyersmodelthe value of advertisementsattitude to advertising |
| spellingShingle | Damir Dobrinić Advertising Value and Attitude to Catalogs and Store Flyer Ads Among Croatian Consumers – SEM Approach Tržište catalogs store flyers model the value of advertisements attitude to advertising |
| title | Advertising Value and Attitude to Catalogs and Store Flyer Ads Among Croatian Consumers – SEM Approach |
| title_full | Advertising Value and Attitude to Catalogs and Store Flyer Ads Among Croatian Consumers – SEM Approach |
| title_fullStr | Advertising Value and Attitude to Catalogs and Store Flyer Ads Among Croatian Consumers – SEM Approach |
| title_full_unstemmed | Advertising Value and Attitude to Catalogs and Store Flyer Ads Among Croatian Consumers – SEM Approach |
| title_short | Advertising Value and Attitude to Catalogs and Store Flyer Ads Among Croatian Consumers – SEM Approach |
| title_sort | advertising value and attitude to catalogs and store flyer ads among croatian consumers sem approach |
| topic | catalogs store flyers model the value of advertisements attitude to advertising |
| url | https://hrcak.srce.hr/file/364116 |
| work_keys_str_mv | AT damirdobrinic advertisingvalueandattitudetocatalogsandstoreflyeradsamongcroatianconsumerssemapproach |