Advertising in Emerging Markets: Consumer Attitudes in Ukraine
AbstractThe 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.
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Bibliographic InfoPaper provided by Copenhagen Business School, Department of International Economics and Management in its series Working Papers with number 11-1999.
Length: 26 pages
Date of creation: 30 May 1999
Date of revision:
Contact details of provider:
Postal: Department of International Economics and Management, Copenhagen Business School, Howitzvej 60, DK-2000 Frederiksberg, Denmark
Phone: +45 3815 2515
Fax: +45 3815 2500
Web page: http://www.cbs.dk/departments/int/
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Consumer attitudes; Advertising; Central and Eastern Europe; Ukraine.;
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