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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
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    File URL: http://openarchive.cbs.dk/cbsweb/handle/10398/6522
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    References listed on IDEAS

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    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.
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