Session

Management, Business and Economics

Description

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 impacts of free trade effects on consumer culture and proper spaces in developing countries has resulted as a significant one, through the process of commercial usurpation of public spaces. The study aimed to contribute in the theorical 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 (Arnould & Thompson 2005) and facing these results with the ones applied on the western countries, with Albania as a developing country.

Keywords:

Public Space, Outdoor advertising, Usurpation, Resistance, Consumer Movements

Proceedings Editor

Edmond Hajrizi & Mo Vaziri

First Page

279

Last Page

289

Location

Prishtina, Kosovo

Start Date

2-11-2012 9:00 AM

End Date

3-11-2012 5:00 PM

Included in

Business Commons

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Nov 2nd, 9:00 AM Nov 3rd, 5:00 PM

Reclaiming ‗The New Public Spaces‘ Outdoor Advertising & The Resistance of the Albanian Consumer Movements

Prishtina, Kosovo

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 impacts of free trade effects on consumer culture and proper spaces in developing countries has resulted as a significant one, through the process of commercial usurpation of public spaces. The study aimed to contribute in the theorical 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 (Arnould & Thompson 2005) and facing these results with the ones applied on the western countries, with Albania as a developing country.