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Outdoor Advertising And The Resistance Of Albanian Consumer

Author

Listed:
  • Ana Kekezi

    (European University of Tirana, Albania)

  • Drita Kruja

    (University of Shkodra"Luigj Gurakuqi", Albania)

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

  • Ana Kekezi & Drita Kruja, 2013. "Outdoor Advertising And The Resistance Of Albanian Consumer," EuroEconomica, Danubius University of Galati, issue 2(32), pages 159-171, September.
    • Handle: RePEc:dug:journl:y:2013:i:2:p:159-171
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    File URL: http://journals.univ-danubius.ro/index.php/euroeconomica/article/view/1974/1958
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    References listed on IDEAS

    as
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    3. 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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