Outdoor advertising and the resistance of Albanian consumer

Kekezi, Ana and Kruja, Drita (2013): Outdoor advertising and the resistance of Albanian consumer. Published in: EuroEconomica , Vol. 32, No. 2 (1 September 2013): pp. 159-171.

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

• Item Type: MPRA Paper
• Language: English
• Keywords: Public Space; Outdoor advertising; Usurpation; Resistance; Consumer Movements; Albania
• Subjects: D - Microeconomics > D7 - Analysis of Collective Decision-Making > D71 - Social Choice ; Clubs ; Committees ; Associations; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M37 - Advertising; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M39 - Other

References

Agnew,H. (1985). Outdoor Advertising, New York: Garl& Publishing Inc (originally published 1938, New York-McGraw)

Arnould, E. J., & Craig J. Th. (2005). 'Consumer Culture Theory (CCT): Twenty Years of Research', Journal of Consumer Research, Vol. 31 (March), p. 868-882.

Austin, C.G., &Christopher, R. P., & Cara,P. (2005). 'Anti-commercial consumer rebellion: Conceptualisation & measurement', Journal of Targeting, Measurement & Analysis for Marketing, Vol. 14, No. 1, p.62-78.

Bernstein, D. (1997). Advertising Outdoors: Watch this Space!, Phaidon.

Bernstein, M. (1997). 'Celebration & Suppression: The Strategic Uses of Identity by the Lesbian & Gay Movement', American Journal of Sociology, Vol. 103 (November), p. 531-565.

Buechler, S.M. (2000). Social Movements in Advanced Capitalism, New York: Oxford University Press.

Clarke, D.B., & Michael G. B. (1998). 'Public & Private Consumption & the City', Urban Studies, Vol. 35, No.5-6, p. 865- 888.

Dahlberg, L. (2006),.'On the Open & Closed Space of Public Discourse', Nordicom Review, Vol. 27, No.2, p. 35-52.

Denzin, N.K. (1978). The Research Act: A theoretical Introduction to Sociological Methods, New York: McGraw-Hill.

Encyclopaedia Britannica (2010). 'Garden and landscape design', Available online: http://www.britannica.com/EBchecked/topic/225753/garden-&-l&scape-design, [Accessed: 20 August 2012].

Friedman, M. (1999). Consumer Boycotts, New York: Routledge.

Fromm, E.(1955). The Sane Society, New York: Holt.

Fromm, E. (1976). To Have or To Be?, New York: Harper.

Gusmari, E. (2009). 'Marketingu i Fasadave' Revista Monitor, Nr. 381

Habermas, J. (1985). The Theory of Communicative Action: Reason & the rationalization of the society, (T. McCarthy, Trans.) (Vol. 1), Boston, MA: Beacon Press.

Habermas, J.(1991). The Structural Transformation of the public sphere: An inquiry into a category of bourgeois society, (T. Burger, Trans., with the assistance of F. Lawrence), Cambridge, MA: MIT Press.

Habermas, J., &Lennox, S.,& Frank, L. (1974). 'The Public Sphere: An Encyclopedia Article (1964)', New German Critique, No.3 (Autumn), p. 49-55.

Heath, T.,& Heath,M. (2008). '(Mis)trust in marketing: a reflection on consumers' attitudes & perceptions', Journal of Marketing Management, Vol. 24, No. 9-10, p. 1025-1039.

Hollander, J., & Einwohner, R. (2004). 'Conceptualizing Resistance', Sociological Forum, Vol. 19, No.4, p. 533-554. Houck, J. (1969). Outdoor Advertising: History & Regulation, Notre Dame: University of Notre Dame Press.

Kim, K., & Cheong, Y. (2009). 'A Frontier Analysis for Advertising Budgeting: Benchmarking Efficient Advertisers', Journal of Current Issues & Research in Advertising, Vol. 31, No. 2, p. 91-104.

Kozinets, R ,& Handelman,J. (2004). 'Adversaries of Consumption: Consumer Movements, Activism, & Ideology', Journal of Consumer Research, Vol. 31, (December), p. 691-710.

Lewis, S.W. (2003). 'The Media of New Public Spaces in Global Cities: subway advertising in Beijing, Hong Kong, Shanghai & Taipei', Continuum: Journal of Media & Cultural Studies, Vol. 17, No.3, p. 261-272.

Lopez , L. M., & Herrero,P., & Comas,A., & Leijs,A., & Cueto,A., & Anne,Ch., & Markham, W., & De Vries,H(2004). 'Impact of cigarette advertising on smoking behaviour in Spanish adolescents as measured using recognition of billboard advertising, European Journal of Health, Vol. 14, No. 4, p. 428-432.

Mathison, S. (1988). 'Why Triangulate?', Educational Researcher, Vol. 17, No. 2 (March), p. 13-17. McKee, J.B. (1969). Introduction to Sociology, New York: Holt, Rinehart & Winston.

Meijer, I.(1998). 'Advertising citizenship: an essay on the performative power of consumer culture', Media, Culture & Society, Vol. 20, No. 2, p. 235-249.

Penaloza, L. & Price,L. (1993). 'Consumer resistance: A Conceptual Overview', Advances in Consumer Research, Vol. 20, p. 123-128.

Pollay, R. (1986). 'The Distorted Mirror: Reflections on the Unintended Concequences of Advertising', Journal of Marketing, Vol. 50, p. 18-36.

Price, L., & Arnould, E. (1999). 'Commercial Friendships: Service Provider -Client Relationships in Social Context', Journal of Marketing, Vol. 63, (October), p. 38-56.

Rosewarne, L. (2005). 'The men's gallery: Outdoor Advertising & public space: Gender, fear, & feminism', Women's Studies International Forum, Vol. 28, Issue 1, p. 67-78.

Rumbo, J. D. (2002). 'Consumer Resistance in a World of Advertising Clutter: The Case of Adbusters', Psychology & Marketing, Vol. 19, No.2, p. 127-148.

Sherry, J. (1990). 'A Sociocultural Analysis of a Midwestern flea Market', Journal of Consumer Research, Vol. 17, (June), p. 13-30.

Speck, Paul S. & Michael T. Elliot (1997), 'Predictors of advertising avoidance in print & broadcast media', Journal of Advertising, Vol. 26, p. 61-76.

Taylor, Ch., & George, R., & Bang,H. (2006). 'Use and Effectiveness of Billboards: Perspectives from Selective-Perception Theory & Retail-Gravity Models', Journal of Advertising, Vol. 35, No.4 (Winter), p. 21-34.

Touraine, A.(1981). The Voice & the Eye, Cambridge: Cambridge University Press.

Turley, L. W. & Milliman,R. (2000). 'Atmospheric Effects on Shopping Behaviour: A Review of the Experimental Evidence, Journal of Business Research, Vol. 49, Issue 2, p. 193-211.

Turner, E. S. (1952). The Shocking History of Advertising: Vol. 1, Middlesex, Baltimore & Victoria: Penguin Books. Varman, R., & Russell W. B.(2009). 'Nationalism & Ideology in an Anticonsumption Movement', Journal of Consumer Research, Vol. 36, (December), p. 686-700.

Visconti, L.M., & Sherry. J., & Borghini,S., & Anderson,L. (2010). 'Street Art, Sweet Art? Reclaiming the "Public" in Public Place', Journal of Consumer Research, Vol. 37 (October), p. 1-19.