Advertising in Emerging Markets: Consumer Attitudes in Ukraine

Sunanda Sangwan, Natalia Golovkina

    Research output: Working paperResearch

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    Abstract

    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.
    Original languageEnglish
    Place of PublicationKøbenhavn
    PublisherDepartment of International Economics and Management, Copenhagen Business School
    Number of pages28
    Publication statusPublished - 1999
    SeriesWorking Paper / Department of International Economics and Management, Copenhagen Business School
    Number1999-11

    Keywords

    • Consumer attitudes
    • Advertising
    • Central and Eastern Europe
    • Ukraine

    Cite this

    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, No. 1999-11