European Business Schools Librarian's Group
Working Papers,
Copenhagen Business School, Department of International Economics and Management
No 11-1999: Advertising in Emerging Markets: Consumer Attitudes in Ukraine
Sunanda Sangwan and Natalia Golovkina
Additional contact information
Sunanda Sangwan: Department of International Economics and Management, Copenhagen Business School, Postal: Department of International Economics and Management, Copenhagen Business School, Howitzvej 60, 2nd floor , DK-2200 Copenhagen N, Denmark
Natalia Golovkina: 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.
Keywords: Consumer attitudes; Advertising; Central and Eastern Europe; Ukraine.
26 pages, May 30, 1999
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