Advertising in Emerging Markets: Consumer Attitudes in Ukraine

Sunanda Sangwan; Natalia Golovkina

Advertising in Emerging Markets: Consumer Attitudes in Ukraine

Sunanda Sangwan, Natalia Golovkina

Business School MIM-Kiev

Research output: Working paper › Research

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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 language	English
Place of Publication	København
Publisher	Department of International Economics and Management, Copenhagen Business School
Number of pages	28
Publication status	Published - 1999

Series	Working Paper / Department of International Economics and Management, Copenhagen Business School
Number	1999-11

Keywords

Consumer attitudes
Advertising
Central and Eastern Europe
Ukraine

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6522Final published version, 72.7 KBLicence: CC BY-NC-ND

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