Advertising in Emerging Markets: Consumer Attitudes in Ukraine

Sunanda Sangwan, Natalia Golovkina

    Publikation: Working paperForskning

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    Abstrakt

    The usage of western advertising concepts and their interpretations from western perspective can lead to misunderstanding of Ukrainian perspective towards advertising. This working paper aims to report the results of a survey about changing attitudes towards advertising in Ukraine in the post liberalization period. It examines the questionnaire-based response of a sample population of consumers from the city of Kiev in their general attitudes towards advertising. Findings will contribute to the understanding of theoretical explanations for advertising in merging markets, and of western firms using advertising marketing tool to penetrate the Ukrainian market.
    OriginalsprogEngelsk
    Udgivelses stedKøbenhavn
    UdgiverDepartment of International Economics and Management, Copenhagen Business School
    Antal sider28
    StatusUdgivet - 1999
    NavnWorking Paper / Department of International Economics and Management, Copenhagen Business School
    Nummer1999-11

    Emneord

    • International markedsføring
    • Emerging economies
    • Holdninger
    • Forbrugeradfærd
    • Ukraine
    • Reklame

    Citationsformater

    Sangwan, S., & Golovkina, N. (1999). Advertising in Emerging Markets: Consumer Attitudes in Ukraine. Department of International Economics and Management, Copenhagen Business School. Working Paper / Department of International Economics and Management, Copenhagen Business School, Nr. 1999-11