IDEAS home Printed from https://ideas.repec.org/p/hhb/cbsint/1999-011.html
   My bibliography  Save this paper

Advertising in Emerging Markets: Consumer Attitudes in Ukraine

Author

Listed:
  • Sangwan, Sunanda

    (Department of International Economics and Management, Copenhagen Business School)

  • Golovkina, Natalia

    (International Management Institute Kiev, 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.

Suggested Citation

  • 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.
    • Handle: RePEc:hhb:cbsint:1999-011
    as

    Download full text from publisher

    File URL: http://openarchive.cbs.dk/cbsweb/handle/10398/6522
    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, December.
    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. 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.
    2. Suresh Malodia & Alka Singh Bhatt, 2019. "Why Should I Switch Off: Understanding the Barriers to Sustainable Consumption?," Vision, , vol. 23(2), pages 134-143, June.
    3. 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.
    4. 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).
    5. Wu, Fang & Swait, Joffre & Chen, Yuxin, 2019. "Feature-based attributes and the roles of consumers' perception bias and inference in choice," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 325-340.
    6. 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.
    7. Shalom Levy & Israel Nebenzahl, 2008. "The influence of product involvement on consumers’ interactive processes in interactive television," Marketing Letters, Springer, vol. 19(1), pages 65-77, March.
    8. 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.
    9. 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.
    10. Lim, Boon C. & Chung, Cindy M.Y., 2011. "The impact of word-of-mouth communication on attribute evaluation," Journal of Business Research, Elsevier, vol. 64(1), pages 18-23, January.
    11. Agarwalla, Sobhesh Kumar & Desai, Naman & Tripathy, Arindam, 2015. "The Impact of Psychological Traits on Judgments Related to Ethics," IIMA Working Papers WP2015-03-08, Indian Institute of Management Ahmedabad, Research and Publication Department.
    12. 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.
    13. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    14. Thakor, Mrugank V. & Goneau-Lessard, Karine, 2009. "Development of a scale to measure skepticism of social advertising among adolescents," Journal of Business Research, Elsevier, vol. 62(12), pages 1342-1349, December.
    15. 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.
    16. Bigdellou, Saeide & Aslani, Shirin & Modarres, Mohammad, 2022. "Optimal promotion planning for a product launch in the presence of word-of-mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    17. Heribert Gierl & Armin Stich, 1999. "Sicherheitswert und Vorhersagewert von Qualitätssignalen," Schmalenbach Journal of Business Research, Springer, vol. 51(1), pages 5-32, January.
    18. 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.
    19. 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.
    20. Maity, Moutusy & Dass, Mayukh & Kumar, Piyush, 2018. "The impact of media richness on consumer information search and choice," Journal of Business Research, Elsevier, vol. 87(C), pages 36-45.

    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:hhb:cbsint:1999-011. 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: Lars Nondal (email available below). General contact details of provider: https://edirc.repec.org/data/iicbsdk.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.