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Advertising Value and Attitude to Catalogs and Store Flyer Ads Among Croatian Consumers – SEM Approach

Author

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  • Damir Dobrinić

    (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.

Suggested Citation

  • Damir Dobrinić, 2020. "Advertising Value and Attitude to Catalogs and Store Flyer Ads Among Croatian Consumers – SEM Approach," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(2), pages 129-146.
    • Handle: RePEc:zag:market:v:32:y:2020:i:2:p:129-146
    DOI: 10.22598/mt/2020.32.2.129
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    References listed on IDEAS

    as
    1. Srinivasan, V. Seenu & Bodapati, Anand V., 2006. "The Impact of Feature Advertising on Customer Store Choice," Research Papers 1935, Stanford University, Graduate School of Business.
    2. Hazem Rasheed Gaber & Len Tiu Wright & Kaouther Kooli, 2019. "Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1618431-161, January.
    3. Liu, Chia-Ling ‘Eunice’ & Sinkovics, Rudolf R. & Pezderka, Noemi & Haghirian, Parissa, 2012. "Determinants of Consumer Perceptions toward Mobile Advertising — A Comparison between Japan and Austria," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 21-32.
    4. Simon, Françoise, 2016. "Consumer adoption of No Junk Mail stickers: An extended planned behavior model assessing the respective role of store flyer attachment and perceived intrusiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 12-21.
    5. Mulhern, Francis J. & Leone, Robert P., 1990. "Retail promotional advertising : Do the number of deal items and size of deal discounts affect store performance?," Journal of Business Research, Elsevier, vol. 21(3), pages 179-194, November.
    6. Yang, Byunghwa & Kim, Youngchan & Yoo, Changjo, 2013. "The integrated mobile advertising model: The effects of technology- and emotion-based evaluations," Journal of Business Research, Elsevier, vol. 66(9), pages 1345-1352.
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