Working Paper Series, Department of International Economics and Management, Copenhagen Business School
Sunanda Sangwan and Natalia Golovkina
Advertising in Emerging Markets: Consumer Attitudes in Ukraine
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 emerging markets, and of western firms using advertising marketing tool
to penetrate the Ukrainian market.
Keywords: Consumer attitudes; Advertising; Central and Eastern Europe; Ukraine.; (follow links to similar papers)
26 pages, May 30, 1999
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