From Soviet deficit to American inundation: Examining consumer attitudes toward country of origin and corporate social responsibility advertising strategies across cohorts in Ukraine
Journal: IDEALS (University of Illinois Urbana-Champaign)
Year: 2018

Ukraine’s geopolitical position in Europe as a transitioning economy after the collapse of the Soviet Union in 1991 has created a unique environment for globalization and consumer socialization due to the shift from communism to capitalism. As a result, global brands’ advertising strategies when entering the Ukrainian market have utilized a combination of local and global production and marketing efforts. Despite these efforts, this environment has not been studied thoroughly, especially with re