IDEAS home Printed from https://ideas.repec.org/a/dug/actaec/y2012i5p42-55.html

An Evaluation of Advertising Models in Emergent Countries – The Case of Albania

Author

Listed:
  • Elenica Pjero

    (University “Ismail Qemali”, Albania)

  • Xhiliola Agaraj

    (University “Ismail Qemali”, Albania)

  • Ylldeze Sokoli

    (University “Ismail Qemali”, Albania)

  • Aurela Bifsha

    (University “Ismail Qemali”, Albania)

  • Dritan Pjero

    (University “Ismail Qemali”, Albania)

Abstract

The market today is confronted with cornucopia of challenges and opportunities. The unfolding scenario is being closely watched by marketers across the globe and they are competing with each other to grasp the market share. In order to win over the consumers, marketers are constantly evolving strategies. The western firms based and operating from market-based economies are progressively being confronted with the growing challenge of creating brand awareness amongst the perspective consumers. As a result, advertising has become an essential marketing tool for these foreign firms in establishing their relatively less or unknown brands and products. The study aims to report the results of a survey about changing attitudes towards advertising in Albania. It examines the questionnaire - based response of a sample population of consumers from the city of Vlora, 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 these markets.

Suggested Citation

  • Elenica Pjero & Xhiliola Agaraj & Ylldeze Sokoli & Aurela Bifsha & Dritan Pjero, 2012. "An Evaluation of Advertising Models in Emergent Countries – The Case of Albania," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 5(5), pages 42-55, October.
    • Handle: RePEc:dug:actaec:y:2012:i:5:p:42-55
    as

    Download full text from publisher

    File URL: http://journals.univ-danubius.ro/index.php/oeconomica/article/view/1531/1316
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ford, Gary T & Smith, Darlene B & Swasy, John L, 1990. "Consumer Skepticism of Advertising Claims: Testing Hypotheses from Economics of Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(4), pages 433-441, March.
    2. Philip Hanson, 1974. "Advertising and Socialism," Palgrave Macmillan Books, Palgrave Macmillan, number 978-1-349-02036-2, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sangwan, Sunanda & Golovkina, Natalia, 1999. "Advertising in Emerging Markets: Consumer Attitudes in Ukraine," Working Papers 11-1999, Copenhagen Business School, Department of International Economics and Management.
    2. Suwelack, Thomas & Hogreve, Jens & Hoyer, Wayne D., 2011. "Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes," Journal of Retailing, Elsevier, vol. 87(4), pages 462-478.
    3. Román, Sergio & Riquelme, Isabel P. & Iacobucci, Dawn, 2023. "Fake or credible? Antecedents and consequences of perceived credibility in exaggerated online reviews," Journal of Business Research, Elsevier, vol. 156(C).
    4. Honglin Deng & Weiquan Wang & Kai H. Lim, 2025. "Addressing Online Users’ Suspicion of Sponsored Search Results: Effects of Informational Cues," Information Systems Research, INFORMS, vol. 36(1), pages 508-533, March.
    5. Dilip Soman & Amar Cheema, 2002. "The Effect of Credit on Spending Decisions: The Role of the Credit Limit and Credibility," Marketing Science, INFORMS, vol. 21(1), pages 32-53, September.
    6. Khan Md Raziuddin Taufique & Chamhuri Siwar & Basri Talib & Farah Hasan Sarah & Norshamliza Chamhuri, 2014. "Synthesis of Constructs for Modeling Consumers’ Understanding and Perception of Eco-Labels," Sustainability, MDPI, vol. 6(4), pages 1-25, April.
    7. Yang, Defeng & Lu, Yue & Zhu, Wenting & Su, Chenting, 2015. "Going green: How different advertising appeals impact green consumption behavior," Journal of Business Research, Elsevier, vol. 68(12), pages 2663-2675.
    8. Nikolaeva Ralitza & Kalwani Manohar U & Robinson William T & Sriram S., 2009. "Survival Determinants for Online Retailers," Review of Marketing Science, De Gruyter, vol. 7(1), pages 1-23, February.
    9. Cindy G Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2021. ""Not tested on animals": How consumers react to cruelty-free cosmetics proposed by manufacturers and retailers?," Post-Print hal-03379593, HAL.
    10. Mengran Li & Ahmed Rabeeu, 2024. "How Corporate Social Responsibility Motivation Drives Customer Extra-Role Behavior and Green Purchase Intentions: The Role of Ethical Corporate Identity," Sustainability, MDPI, vol. 16(13), pages 1-34, June.
    11. Bambauer-Sachse, Silke & Heinzle, Priska, 2018. "Comparative advertising for goods versus services: Effects of different types of product attributes through consumer reactance and activation on consumer response," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 82-90.
    12. Strizhakova, Yuliya & Coulter, Robin A. & Price, Linda L., 2008. "The meanings of branded products: A cross-national scale development and meaning assessment," International Journal of Research in Marketing, Elsevier, vol. 25(2), pages 82-93.
    13. Yi, Jisu & Oh, Yun Kyung, 2022. "The informational value of multi-attribute online consumer reviews: A text mining approach," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    14. Mazursky, David, 1998. "The effects of invalidating information on consumers subsequent search patterns," Journal of Economic Psychology, Elsevier, vol. 19(2), pages 261-277, April.
    15. Lunardo, Renaud, 2012. "Negative effects of ambient scents on consumers’ skepticism about retailer’s motives," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 179-185.
    16. Animesh Animesh & Vandana Ramachandran & Siva Viswanathan, 2005. "Quality Uncertainty And Adverse Selection In Sponsored Search Markets," Working Papers 05-27, NET Institute, revised Oct 2005.
    17. Serife YAZGAN PEKTAS & Azize HASSAN, 2020. "The Effect of Digital Content Marketing on Tourists’ Purchase Intention," Journal of Tourismology, Istanbul University, Faculty of Economics, vol. 6(1), pages 79-98, June.
    18. Kavanoor, Sukumar & Grewal, Dhruv & Blodgett, Jeff, 1997. "Ads promoting OTC medications: The effect of ad format and credibility on beliefs, attitudes, and purchase intentions," Journal of Business Research, Elsevier, vol. 40(3), pages 219-227, November.
    19. Kollmann, Tobias & Kuckertz, Andreas, 2010. "Evaluation uncertainty of venture capitalists' investment criteria," Journal of Business Research, Elsevier, vol. 63(7), pages 741-747, July.
    20. Wansink, Brian & Park, Sea Bum & Sonka, Steven T. & Morganosky, Michelle A., 2000. "How Soy Labeling Influences Preference And Taste," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 3(01), pages 1-10.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:dug:actaec:y:2012:i:5:p:42-55. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Daniela Robu (email available below). General contact details of provider: https://edirc.repec.org/data/fedanro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.