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Outdoor advertising and the resistance of Albanian consumer

Author

Listed:
  • Kekezi, Ana
  • Kruja, Drita

Abstract

This study investigated and contributed empirically and theoretically the Albanian consumer resistance movements toward the invading of the public spaces by advertising. The outdoor advertising, even in emerging countries as Albania, is inescapable and has grabbed the consumer and his incapability on avoiding it. The methodological considerations that directed this research was the interpretive paradigm using within-methods triangulation. The globalization impacts on consumer culture and proper spaces in developing countries have resulted as a significant one, through the process of commercial usurpation of public spaces. The study aimed to contribute in the theoretical literature on the consumer culture in the selected fields of study, in response due to the appeal and calls of the researchers to a further on the developing countries and facing these results with the ones applied on the western countries, with Albania as a developing country

Suggested Citation

  • Kekezi, Ana & Kruja, Drita, 2013. "Outdoor advertising and the resistance of Albanian consumer," MPRA Paper 120297, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:120297
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    References listed on IDEAS

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    1. Turley, L. W. & Milliman, Ronald E., 2000. "Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence," Journal of Business Research, Elsevier, vol. 49(2), pages 193-211, August.
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    3. Eric J. Arnould & Craig J. Thompson, 2005. "Consumer Culture Theory (CCT): Twenty Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 868-882, March.
    4. Luca M. Visconti & John F. Sherry Jr. & Stefania Borghini & Laurel Anderson, 2010. "Street Art, Sweet Art? Reclaiming the "Public" in Public Place," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(3), pages 511-529, October.
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    Keywords

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    JEL classification:

    • D71 - Microeconomics - - Analysis of Collective Decision-Making - - - Social Choice; Clubs; Committees; Associations
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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