A marketing ‘barometer’ for EU accession through An

examination of the female response perceptions toof

gender role portrayals in advertising at the border of
Europe: a
Cross-cultural study of Ukraine and Turkey
EMAC 2007 Iceland

Abstract
Purpose – The purpose of this paper article is to examine contemporary female response to
gender role portraying in advertising across two different countries at the border of the EU
namely, Ukraine and Turkey. While their advertising history remains different both have been
for a long time influenced by EU and western lifestyle perceptions and brands.
Design/methodology/approach – Survey data, collected by questionnaires, from 200 150
respondents respectively in Ukraine and 200 respondents in Turkey were first analysed
separately using principal components analysis to identify the underlying dimensions of
attitudes towards gender role portraying in advertising. The factor congruency technique was
used then used to examine the extent of similarity between the two samples. Principal
component and multiple attribute score were then used to summarise attitude across the
various sections in the questionnaire.
Findings –The result indicated significant difference in female responses between two
samples. Turkish women were more critical about gender role portraying in advertising.
Research limitations/implications – The study was limited to a particular sample. Future
research should adopt a more representative sampleinclude media content analysis over a
longer period of time. As well as more qualitative techniques to understand better salient
factors.
Practical implications – The findings of this study suggest that international advertisers need
to take careful consideration while using gender role portrayals in their advertising to thefor
Turkish and Ukrainian consumers. Therefore what may be acceptable in Ukraine probably
will not be acceptable in Turkey, and vice versa.one country may not be accepted in the other
but most of all old stereotypes are hard to die and local cultural influences remain strong.
Originality/value –Past studies shows very limited amount of researches on advertising
attitudes in Turkey and Ukraine. This article examines consumer response to gender role
portrayals in ads in countries that haves been seldom studied. Both being new potential EU
candidates, we argue that gender stereotype could also be use as a barometer of progress and
closure towards a more general EU accepted behaviour towards women in the industry.
Keywords Attitude, Gender stereotypes, Advertising, Ukraine, Turkey, Advertising
effectiveness
Paper type Research paper
Introduction

Many measures are currently used to evaluate the appropriateness of new member states
accession to the EU. Many have criticise these rules has been too economistic, number driven
and a poor reflection of the actual motivation, way of life and expectation of the population
under concerns. As the initiator of consumption, advertising has a powerful influence in
invoking gender identity. “Most ad campaigns invoke gender identity, drawing their imagery
primarily from the stereotyped iconography of masculinity and femininity” (Schroeder and
Zwick, 2004, p.21). Stereotypically the male embodies the active subject, while the female
occupies the passive subject, these stereotypes dictate what is seen as attractive, desired by
others (Schroeder and Borgerson, 2003), and the ‘ideal’ to aspire to. Consequently it can be
seen that the image projected in advertising now, as in the past, provides a key to
understanding how we make sense of ourselves and the world in which we live (Schroeder,
2004). Askegaard (1991) maintains that socio-cultural identity concerns questions such as
‘who are we and who are the others?’ and ‘how are we related to each other?’. We contend
here that these dimensions should be seen as key factor in measuring ‘real’ European
integration. Consequently advertising influences both cultural and individual concepts of
identity, as individuals are enabled to use advertising images as “visual department store[s] of
symbolic possibilities that can be tried on, adopted, altered, or discarded in keeping with their
desired self” (Hirschman and Thompson, 1997, p.54). Findings are derived from a survey
encompassing 56 statements over five key dimensions (general advertisement sensitivity (9),
role portrayal (30), effect on company image (3), purchase intention (4) and female
consciousness (10)) explored in the literature but rarely put together under one survey. In
addition, limited research exists on the consumer perceptions to the gender role portrayals in
advertising in emerging countries.

Some results: western imagery, modern women, eco political influence vs education

In terms of structure, this paper first provides a brief review of the literature which concerns
gender role portraying in advertising, feminine consciousness and the link to retail
engagement or not . Small vignette of the two countries specific situation are then introduced.
Attention then turns to the issue of methodology. The final section provides a synopsis and
discussion of the more salient themes which have arisen from our analysis, these being the
XXX and XXX.
Literature Review:
Gender role portraying in advertising – an overview

Gender stereotyping in advertising is aA major debate on the gender stereotyping in

advertising has started since the late 1960s (Odekerken-Schroder et al., 2002). It has been
claimed that often, Wwomen were claimed to beare portrayed as dependent on men or
subservient to them, e.g. in a staying at home setting. They were mostly sown as preoccupied
with their physical attractiveness, as sex objects, as decorations for men, and as product users
or demonstrators. These stereotypical portrayals have notare not only continuedstill present,
but have even increased in some ways during the last decade . (Ferguson, Soley, Maracek,
Gilly in Ford et al., 1998). Three main types of studies are usually carried out including (a)
content analysis of magazines and or television ads, (b) survey and experimental studies of
consumer groups’ role portraying and (c) critical studies concentrating on ideological themes
and impacts. Table 1 offer a summary of the literature review in that area.

Advertisements can affect women’s self-concept, achievement aspiration and self-images

(Moschis and Moore, 1982, in Ford, Voli, Honeycutt and Casey, 1998). The ‘ideal’ body
image is associated with the “good life” (Myers and Biocca, 1992), furthering individual’s
desires to peruse such an image. With our bodies becoming recognised as a montage upon
which people attach meanings (Patterson and Elliott, 2002), there is no counter argument in
the literature that body image represents gender identity whether attainable or not.
Additionally Patterson and Elliott (2002, p.233) contrive body image as a continual process or
‘project’; arguing that bodies are “not accepted as given; rather they are malleable, capable of
being transformed and reconstructed”. This brings into question how reliable female body
image is as both a construction and symbol of feminity/masculinity, if it can be “transformed
and reconstructed” (Patterson and Elliott, 2002, p.233) to portray roles or to be moulded to
suit any purpose. Most of these differences influence the degree of gender stereotyping in
advertising of a given country. Ads will differ for example regarding simple criteria such as
models’ age, models’ type of fashion (e.g. seductive vs. modest), type of setting (working vs.
lifestyle/leisure), psychological state, models’ relation to depicted products etc. Indeed
Sandikci’s (1998) model proposes gender identity to be complex, fluid and multi-dimensional
truly reflecting how societies perceive gender. Furthermore, individuals undergo a process of
constant negotiation and renegotiation (Patterson and Elliott, 2002), adding weight to this
view. Patterson and Elliot (2002) have concluded that gender remains central to the world of
advertising, with advertising playing “a strong role in promulgating dualistic gender roles and
prescribing…identities” (Schroeder and Zwick, 2004, p.21). Not only does advertising
broadcast gender identity, it assists in the construction and reinforcement of gender identities
(Ritson and Elliott, 1999; Myers and Biocca, 1992; Schroeder and Borgerson, 1998).
Moreover, Schroeder (2004) maintains that advertising does not exist in a vacuum, it is
connected to both media and cultural worlds, and historical frameworks that inform
“production, consumption, circulation and interpretation” (Schroeder, 2004, p.238) of images.
Advertising affects us and we affect advertising” (Lammon and Cooper, 1983 cf. Gustafson,
2001, p.205). Advertising does not control us, nor is it responsible for solely creating gender
identities that must be adhered to. It influences us in many subtle ways, creating images of
‘perfection’ leading to unattainable gender images, to which we can only aspire but can also
be used in other manners such as ‘proxy barometer’ in other context such as EU accession.
The present study attempts to address the above-mentioned gap in international advertising
research by examining female response to the gender role portrayal in ads in Ukraine and
Turkey. The study also analyse the impact of role portrayal in advertising on the consumer’s
propensity to buy the product. PRESENT HERE THE DIFFERENT PARTS OF YOUR
ARTICLE (!) brief advertisement history of the two countries (!!) literature review +
breakdown (!!!) methodology etc The findings can have valuable implications for
international marketers wanting to advertise in Turkey and Ukraine. Other research findings,
recommendations, and areas for future research are discussed. (1)

Contextualisation of the research: Historical advertising background in Ukraine and

Turkey
¾ page max on each

Turkey
(change the text in blue, because it’s a citation from Uray & Burnaz, 2003).
Different cultures very in their degree of gender stereotyping, however classical role
differentiation prescribes certain behavior to a man and a women (References from various
recent studies). Our understanding of a typical stereotype will be thatAs such, women are to
act “like women” and do the work of women and men are to act “like men” (Condon, 1980).
Other classical aspect include, men women power relationship, PUT 2-3 OTHERs. This has
also been true for men and women in Turkish society for many years (REFERENCE.
However, since the beginning of the 1980s, changes in Turkey’s macroenvironment have
exerted considerable influence on the traditional roles of men and women in the society. (8)
Including, PUT 3-4 main factors
Although the traditional social pressure to maintain the distinctions between genders is still
dominant in most parts of the country, the impact of the changes in the demographic (e.g.
XXXX), legal (e.g. XXXX), and economic environment (e.g. XXXX) has been felt especially
in the big cities.
Turkey has experienced a substantial increase in the number of well-educated working
women, along with an increasing income level and the effects of global penetration of
Western consumer values since 1980s. Accordingly, certain changes in consumer lifestyles
took place; the shift from traditional large families toward small nuclear-type families has
accelerated, 2-3 others. All of these developments have influenced consumption and shopping
patterns, as well as gender roles in the family in particular and in the society in general (2-3 eg
+ reference in shopping habits).
Women, especially in the urban areas, are now assuming new social roles, more
responsibilities, and therefore adopting a new profile (e.g. XXXX) but this is still to be put in
contrast to for e.g Number of women in Parliament, in current government (Other measures
that are usually used, ? arranged marriage, domestic violence, polygamy, maternity rights, pay
levels). The role of men, on the other hand, has been changing because of, and in accordance
with, the new role of women. The transition in the economy and the changing demographic
structure of the country also had important effects on the transformation from an agrarian
society into a consumer society. One of the major driving forces behind this transformation
has been the rapidly growing media, which have promoted Western-style lifestyles, values,
and consumption through private radio and television channels. Despite all the
aforementioned changes, traditional values that encourage discrimination against women
within the family are still valid both in rural areas and in parts of big cities. (8)
Also Turkey geographical location as receiving influence from the west but also the east,
religious influences another important point is the role of Islamic religion which is a very
important component of Turkish culture. The role of man and woman within the family and
the society as well as other cultural values and norms are based on Islamic religious beliefs.
90% of the population of Turkey consider themselves Muslims.

Then you need half a page on advertising in Turkey???? May be media and culture

Ukraine
(following text in blue is originally mine, citations are rephrased).
Gender role stereotyping in its classical definition is not as easy applicable to Ukrainian
culture as it is to Turkish.
Until December 1991 Ukraine was a part of unified country Soviet Union, often called as
Russia after its biggest member. According to some of the principles that Soviet constitution
declared, - such as the equality and opportunity for everyone, - females were treated more or
less equal to males in many aspects of the society. From the 1930s through the early
perestroika years, Soviet’s women were employed outside the home and at the same time
were managing most of traditional household (Six, 2005; Zhurzhenko, 20012-3 references).
Great flexibility, initiative and active behaviour of many women helped them survive during
the hard years of perestroika and sometimes even much better then men. (Six, 2005). After the
Soviet Union collapsed and during the 1990s Ukrainian woman were often in the position of
main provider for the family, who took care of husband, children and old parents
(Zhurzhenko, 2001References).
- Include here “Berehynia” – Ukrainian women’s identity
- Transition to new gender ideology nowadays, young women - houswives
(Zhurzhenko, 2001).
In Soviet Union (Russia) female were represented by 35% in the Duma until the late 1980s.
However, when the Soviet Union collapsed, this external constraint vanished, and women
representation has fallen to 9.8%t of the total legislative number (Buckley 1997). Over 50%
Russian force is female, and there exists a policy of a three year guaranteed maternity leave
after the birth of a baby (Puffer 1993). During the Soviet era, women’s pay averaged 70% of
man’s, though now it averages only 40% (Linz 1996). (13)
Ukrainian contemporary women are certainly experiencing gender discrimination in salary
level, employment, carrier promotion etc. However we still can speak about lower level of
differentiation between genders in Ukrainian society were women have more opportunity and
advantages compared to Turkish society were discrimination against women within the family
are still valid both in rural areas and in parts of big cities where immigrants live.

Another important point is the role of Islamic religion which is a very important component
of Turkish culture. The role of man and woman within the family and the society as well as
other cultural values and norms are based on Islamic religious beliefs. 90% of the population
of Turkey consider themselves Muslims. Originally Ukrainian value system was
predominantly based on Christian beliefs (Orthodox). The practices of any kind of religion
were not accepted in atheistic society of Soviet Union. During the 1990s Ukrainians were
experiencing religion comeback; however most of the population stayed detached from
religious practice.

+ same for Russia ukrain advertisemenr development media type etc budgets?

Literature review
General content analysis in advertising
15 lines pointing out where to read if you are interested in that
Space limitation preclude a full review of the literature on advertising analysis content.
However,
Gender role portraying – an overview
Gender stereotyping in advertising is aA major debate on the gender stereotyping in
advertising has started since the late 1960s (Odekerken-Schroder et al., 2002). It has been
claimed that often, Wwomen were claimed to beare portrayed as dependent on men or
subservient to them, e.g. in a staying at home setting. They were mostly sown as preoccupied
with their physical attractiveness, as sex objects, as decorations for men, and as product users
or demonstrators. The researches of in the 1970s through the 1990s which were examining the
issues from in an advertising context (mainly from US perspective) had come to the
conclusion that these stereotypical portrayals have notare only continuedstill present, but have
even increased in some ways during that period . (Ferguson, Soley, Maracek, Gilly in Ford et
al., 1998).
From the late 1980s onwards , researchers turned their attention to cross-cultural studies of
gender stereotyping in different countries.

Looking at studies reporting onAfter comparing television commercials from Australia,

Mexico, and the United States, Gilly (1988) concluded that men’s voice over were used more
often than women’s, and women were portrayed more often as younger than men (Gilly, 1988,
in Uray et al., 2003). Siu (1996) has compared television ads from Hong Kong and Singapore
and indicated cultural differences in advertisement’s gender stereotyping. However men were
more often portrayed as product authorities and women as product users in both countries.
Furthermore, Cheng (1997) found that culture influences gender stereotypes in advertising as
Chinese television commercials reinforced more stereotyping than U.S. counterpart. The
relationship between culture and advertising was investigated further in cross-cultural studies
of Griffin, Viswanath and Schwartz (1994), Sengupta (1995), Wiles, Wiles and Tjernlund
(1995), Milner and Collins (1998), Al-Olayan and Karande (2000) and Odekerken-Schroder,
Wulf and Hofstee (2002).

In other media such as press and radio XXXX was found to be important
To rephrase the following
Although informational content has been a popular area for advertising research, the literature
review reveals that it has concentrated on product advertising, with little reference to services
and provides conflicting results. Mortimer (2000) specifies that majority of work in this area
has also been US based. Tripp (1997) agrees and specifies that although services’ advertising
has been studied heavily, researchers concur that programmatic research with a strategic
emphasis is still needed on this topic. In his study “Services advertising: An overview and
summary of research, 1980-1995”, Tripp (1997) offers a conceptual review of the services
advertising literature from 1980 to 1995. As the authors of this study used the content
analyses method, literature’s this part is examined.

Eleven content analyses of services ads have been reported since 1981. They have examined
as few as 10 print ads for a particular service such as public accounting (Upah and Uhr, 1981)
to as many as 27,043 newspaper ads and television commercials promoting 70 different
services and 202 different physical goods (Grove, Pickett, and Laband, 1995). Individual
professions examined were public accounting (Hite, Schultz, and Weaver, 1988; Upah and
Uhr, 1981), medicine (McDaniel, Smith, and Smith, 1986), and financial services (Zinkhan
and Zinkhan, 1985). Six studies sampled a wide variety of ads for an array of consumer
services (Day, 1992), both services and physical goods (Zinkhan, Johnson, and Zinkhan,
1992), and good/service combinations (Abernethy and Butler, 1992). These analyses were
based on samples taken from newspaper ads (three studies), magazine ads (four studies), and
television commercials (four studies). There are of course other studies on this topic after the
year 1995 (Stafford, 2005).

Although different variables were analyzed, each article provides a snapshot of what
information has actually appeared in services advertising. Whether reviewing profession-
specific ads or a cross-section of ads for services or goods, the authors consistently examined
message content (e.g., copy points) and message appeal (e.g., factual vs. emotional
presentation style) (Tripp, 1997).

Grove, Picket, Laband’s study (1995) is the one that examined real high volume of ads (an
universe of 27,043 ads). They found that ads for services contain more factual information
than do ads for physical goods in terms of price guarantees/warranties, availability, and/or
evidence of excellence.

But on the other hand, the content analyses of services advertising yielded conflicting
findings. Most studies showed that informational/factual appeals were used with greater
frequency than emotional/affective appeals. There was also general agreement that tangible
cues were evident in services ads, as were quality cues. Abernethy and Butler (1992) and
Grove, Pickett, and Laband (1995) agree that quality cues (evidence of excellence) are more
likely to be found in services ads than in goods ads, but disagree on whether services ads are
more or less likely to contain price and availability information. Several explanations can be
found for the discrepant conclusions of those two teams of researchers. First, the Resnick and
Stern (1977) coding categories used by Abernethy and Butler include some informational cues
that are not likely to appear in services advertising (i.e., taste, nutrition, packaging). They may
introduce a bias in the form of agreement inflation due to the use of categories seldom present
in a communication (Kolbe and Burnett, 1991). A second explanation may be found in the
data collection itself. The volume of ads collected by Grove, Pickett, and Laband (1995), 12
full months of newspaper ads and 10 full months of television commercials, suggests that a
near-universe rather than a sample (Abernethy and Butler, 1992) was examined. Finally, the
content of services ads may have changed during the years separating the studies (Tripp,
1997).

Resnik and Stern’s (1977) coding categories are criticized by some researchers for being
narrow and product oriented. On the other hand, this coding system is popular among
researchers because it enables comparisons of results to be made across a number of variables
such as different media, different countries and most importantly – like the Mortimer’s (2000)
study- across different service categories.

On this topic, first systematic analysis was made by Resnik and Stern (1977). The study
established a classification system for advertising information based on 14 criteria, or “cues”
which represented all potential categories of information useful to the consumer (Stern,
Krugman and Resnik, 1981). These criteria can be seen below.

Consumer’s attitude towards gender role portrayals in advertising

Research on consumer’s attitude towards gender role portrayals in advertising hasn’t received
such wide attention as content analysis of advertising. A call for this kind of research we can
find almost in every study on the advertising content analysis.

Table 1
Studies about Consumer’s Attitude towards Gender Stereotyping in Advertising
Study Subject Findings
Ford, LaTour, and Survey on attitude Compared with a similar
Lundstrom toward role portrayal, 1977 study,
(1991) company image, and women still have a negative
Empirical print advertising purchase intention perception
study without advertising toward female role portrayal
exposure in
advertisements.

Ford, LaTour, and Survey on response to Varying degrees of criticism

Honeycutt offensive sex role
(1997) portrayals,
company image, and
Empirical print advertising
purchase intention.
study without advertising
Cross-cultural analysis:
exposure
New Zeeland, USA, and
Thailand.
with regard to sex role
portrayals, company image
and purchase intention exist.
New Zealand women
were the most critical,
followed by the US,
Japanese and Thai samples.

Whipple and Courtney
(1985)
Conceptual analysis
A review of some of the
magazine advertising
gender related content
analyses
from 1973–1982
The findings indicate that to
portray females
in advertising effectively,
advertisers should
consider matching the
gender of the model
with the product image,
choosing appropriate
role settings, depicting
models more modernly,
and avoiding stereotypical
poses.

Liu, Li, and Cheng
(2006)
Empirical study with print
advertising exposure
Nilaweera, and Wijetunga
(2005)
Empirical study with
television advertising
exposure
Survey on gender Males and females only
differences in Chinese differed significantly when
consumers’ responses to sex they were exposed to to the
appeal in advertising ad featuring a male model
with low sex appeal.
Examination of the cultural Significant proportion of Sri
values’ impact on the Lankan consumers has
effectiveness of television negative attitude about the
advertisements using female use of female sex appeal in
sexual content: a Sri Lankan ads. Majority of these
study consumers have a negative
attitude due to cultural
reasons.
Orth, and Holancova Examination of male and
(2004) female consumers response
to sex role portrayals in
advertising: Czech Republic
case
Morrison, and Shaffer Evaluation of
(2003) advertisements with and
without gender stereotyping
by males and females.
The role incongruity affects
consumer emotional
response to sex role
portrayals in ads, with
consumer prejudices
moderating effect.
Consistent with a gender-
role congruence model of
advertising effectiveness,
traditional participants
responded more favourably
to traditional (i.e. gender
stereotyped ads.

Feminine counsciousness and company brand purchasing attention

Paraphrase the following:
Gender stereotyping – offensive role portrayals

“For the thirty years media have been taken to task for reproducing and reinforcing
stereotyped images of women. Yet unfair representations of women in media still prevail
worldwide. Sex stereotyping has been so deeply ingrained, even glorified, that the women
themselves have become desensitized to their own inferior portrayal. The prospects appear
even gloomier as the globalization of media progresses”. (Kyung-Ja Lee, 2000, p. 86).

“Ideally, for advertising message to be resonant with a target audience, marketing theory
holds that ads would need to reflect the social norms and cultural values of a given society”
(Cheng, 1997; Liu and Cheng, 2006; Nilaweera and Wijetunga, 2005; Sengupta, 1995; Frith,
Shaw and Cheng, 2005). – change this text; it is taken from Frith, K., Shaw, P., Cheng, H.,
(2005).

“…it is also suggested that the feminist critique of advertising for depicting women as sex
objects may not be a universal phenomenon… The findings from this study suggest that
Caucasian women are being presented as sex objects in Asia while Asian models are being
depicted in more demure ways” “the adage, “sex sells”, rings true in the West, but may not
hold true in the Asian context” Frith, K., Shaw, P., Cheng, H., (2005)

Ukraine – new identity of women, feminine consciousness (Zhurzhenko, T., (2001),)

The paradox is that despite the apparent differences between the two
types of identity (businesswoman and housewife), they are both the
product of free market ideology and are reproduced through mechanisms
of mass cultural consumption. The choice of a new identity is thus built
around western cultural models and at the same time wonderfully
complies with the ideological system (the symbolic structure) of the new
Ukrainian society. Market motivation, patriarchal stereotypes and
elements of traditionalism and nationalism, variously complementing
each other, form identification models of the businesswoman and housewife
through the vehicles of the mass media and mass consumption. The
consumer market, in addition to offering a variety of goods and a certain
set of lifestyles and identities, acknowledges their social significance by
providing relevant advertising. From this point of view, the identity of the
housewife and businesswoman is distinguished only by a set of goods
which assigns, with the help of corresponding advertising, one lifestyle or
another, and one set of social characteristics or other (businesslike, professional,
or feminine, sexual). In western feminist literature these devices
are well known. However, in the transitional society such dependence on
the formation of identity by consumer capitalism is far from obvious to
people, since extending the freedom of consumer choice from the standpoint
of free market ideology is considered one of the conditions for
emancipation from the ‘totalitarian’ heritage.
Furthermore, in Ukraine, unlike in the advanced countries of the West
and even most of the other post-socialist countries, the formation of a
society of mass consumption evolves against the near complete absence of
a middle class and the impoverishment of a huge part of the population.
Due to the serious economic crisis, the elements of a mass consumption
society exist alongside primitive forms of ‘economic survival’ (through
street markets and informal kinds of business, through exchange and
cooperation, through more natural methods of housekeeping and increasing
the scope of domestic labour). Western standards of mass consumption
are easily accessible only to a small proportion of the elite, while the
largest proportion of the population is left outside the consumer paradise.
While in the West it is mainly middle-class women who are responsible
for acquiring family goods and housekeeping and are the focus of
consumer capitalism, in modern Ukraine this social group is practically
non-existent. In most Ukrainian families living below the breadline,
women, who usually still perform the traditional function of organizing
family consumption, are at the same time forced on a daily basis to
oppose the pressures of consumer capitalism. Their daily pursuit of
economic survival in effect renders a much larger influence upon the formation
of new women’s identities, thus transforming borrowed western
images of the housewife and businesswoman.
THE PROBLEM OF ECONOMIC SURVIVAL AND IDENTITY
FORMATION
Thus, at the level of political discourse and to a significant extent determined
by the ideology of the free market, Ukrainian women were offered
two main identification models: housewife and businesswoman.
However, these images, imposed by mass culture through consumerism
and mass media, find practically no support at all in the everyday lives of
women in modern Ukraine. The ‘housewife as a career’, as well as the
career as businesswoman are only accessible to a small circle of Ukrainian
women. The real economic situation, characterized by high levels of
hidden unemployment, a sharp decline in living standards, delays in the
payment of wages, the absence of welfare guarantees and, anyway, the
absence of real possibilities for business initiative, make women search for
strategies of economic survival usually connected with the informal
economy. These are women who have carried the brunt of the social costs
of market reforms and who have had to elaborate alternative economic
strategies out of their limited possibilities. Indeed, some marginal forms
of economic activity may be openly called ‘female’, as they represent
spontaneously emergent ‘women’s niches’ in the transition economy.
Various forms of marginal economic activity have become a supplementary
and, more frequently, the primary source of family incomes (street
trading, the chelnok business1, growing vegetables to sell in the market,
and so on) and have, at the same time, remained socially unacknowledged
and excluded from public and academic discourse. Risk, the instability
of incomes, the absence of opportunities for professional and
personal growth, directly impact on the formation of the identities of
women involved in this sphere of activity.2
In Ukraine, it has traditionally been the woman’s responsibility to
organize household provision and consumption. Thus, generally the
main motivation for women to become involved in these marginal
business activities is not only an abstract desire to ‘earn money’, it is
inherent to their social role – improving the material conditions of the
everyday life of their family and the protection of their children. The
leading role of Ukrainian women in the family, their readiness to take
upon themselves the responsibility for its physical survival and their
apparently greater ability than men to adapt to change has historical
precedence. The model of family and marriage relationships of strong
mother/weak father was prevalent in the pre-revolutionary period
.......................
POSSIBILITIES OF ‘RESISTANCE IDENTITY’ AND
PERSPECTIVES FOR UKRAINIAN FEMINISM
Some researchers of women’s issues have already paid attention to the
‘paradox of East European (anti) feminism’: despite the loss of social and
employment rights which women had enjoyed under state socialism, a
mass independent women’s movement did not appear (Watson, 1997).
The Ukrainian women’s movement, which came into existence after the
declaration of independence, remains politically dependent and has no
support among the broad masses of women, regardless of the fact that it
is presently undergoing quantitative growth. Under the conditions of
severe economic crisis and the sharp decline of the socioeconomic status
of women, their obvious political passivity is truly paradoxical. Returning
to Castells’ definition, women’s new identities in Ukraine seem to be,
above all, ‘legitimizing identities’ which support and justify the transition
to a new political order. As correctly observed by Peggy Watson, behind
the western feminist discourse there lies:
46 The European Journal of Women’s Studies 8(1)
. the assumption that political identities which, in fact, are historically
specific, pre-exist democratization rather than being formed through it. It is
precisely this universalizing assumption which underpins the view of
democracy as offering ‘freedom’ for the expression of pre-existing political
identities, including feminist and nationalist identity which, it is argued,
communism has simply ‘suppressed’. (Watson, 1997: 145)
The women’s ‘resistance identity’, based on the visible or hidden rejection
of traditional gender roles (which in the West became the basis for various
forms of women’s and feminist movements), is virtually absent in contemporary
Ukrainian society. As was shown earlier, new women’s identities
connected with market liberalization and the spread of free market
ideology are based on the traditional understanding of gender roles,
transforming them according to the new situation.
By using adopted western theoretical constructions (patriarchy,
women’s rights and others) to analyse the gender situation in modern
Ukraine, researchers do not usually take into account the peculiarities of
the organization of social and political power, in which gender is included
as one of the fundamental principles. Due to the state control of the
private sphere, which was a characteristic of the socialist system, the
structures of social power were constructed in such a way that the
authoritarian state suppressed both men and women (only the mechanisms
of this suppression functioned differently). In a sense, the socioeconomic
situation of the transitional period emphasized this peculiarity
of the post-Soviet Ukrainian family, which became the main social unit for
economic survival during the crisis. The family as a social unit of resistance/
survival in (post-)Soviet society and the western model of the patriarchal
family are two quite different models of organizing social power.
This, to a large extent, explains the hostility of the Ukrainian women’s
movement to ideas of western feminism. It is no secret that at the level of
mass women’s consciousness, feminist appeals for the protection of
women’s rights are sometimes viewed as betrayal with respect to ‘their
men’, who themselves also experience the severity of the transitional
economy by being forced to accept the new role of breadwinner under
‘savage’ capitalist conditions.
The interdependence and complementarity of the functions of all
family members and the absence of their personal autonomy which distinguish
the post-Soviet family from its western counterpart, is today supported
by the historical myth of Ukrainian matriarchy. According to this
myth, which is actively used in Ukrainian political discourse, Ukrainian
women traditionally possessed a particular advantage in family leadership,
and the maternal function enjoyed special respect and prestige.
Thus, restoration of cultural traditions and historical values (and along
with them a desired ‘equality in difference’) is considered (visibly or
implicitly) by the authorities, and by a significant part of the Ukrainian
Zhurzhenko: Women’s Identities in Ukraine 47
........................... the organization of social and political power, in which gender is included
as one of the fundamental principles. Due to the state control of the
private sphere, which was a characteristic of the socialist system, the
structures of social power were constructed in such a way that the
authoritarian state suppressed both men and women (only the mechanisms
of this suppression functioned differently). In a sense, the socioeconomic
situation of the transitional period emphasized this peculiarity
of the post-Soviet Ukrainian family, which became the main social unit for
economic survival during the crisis. The family as a social unit of resistance/
survival in (post-)Soviet society and the western model of the patriarchal
family are two quite different models of organizing social power.
This, to a large extent, explains the hostility of the Ukrainian women’s
movement to ideas of western feminism. It is no secret that at the level of
mass women’s consciousness, feminist appeals for the protection of
women’s rights are sometimes viewed as betrayal with respect to ‘their
men’, who themselves also experience the severity of the transitional
economy by being forced to accept the new role of breadwinner under
‘savage’ capitalist conditions.
The interdependence and complementarity of the functions of all
family members and the absence of their personal autonomy which distinguish
the post-Soviet family from its western counterpart, is today supported
by the historical myth of Ukrainian matriarchy. According to this
myth, which is actively used in Ukrainian political discourse, Ukrainian
women traditionally possessed a particular advantage in family leadership,
and the maternal function enjoyed special respect and prestige.
Thus, restoration of cultural traditions and historical values (and along
with them a desired ‘equality in difference’) is considered (visibly or
implicitly) by the authorities, and by a significant part of the Ukrainian
Zhurzhenko: Women’s Identities in Ukraine 47

Methodology
Why is questionnaire the most appropriate method. 5-6 lines
Data were collected through a questionnaire via face-interview in both countries: Turkey and
Ukraine. 57 statements designed to assess feminine role orientation were included in the
survey instrument. (4) Few additional statements were used as “fillers” (e.g. “Most
advertisements are believable”) to reinforce to respondents perceptions that the focus of the
questionnaire was on general advertising perceptions. (5)

Several The different part within theparts of the questionnaire were constructed from the
various concepts in the literature review and include the following aspects: used in the study
contained statements about general attitudes toward advertising, perceived advertising role
portrayals, statements regarding image of a companies using such practices, purchase
intentions towards the products of these companies, and other relevantstate fully issues.
(5)Most Some of the statements were adapted from previous studies that examined the general
perceptions of females (Lundstrom and Sciglimpaglia, 1977; Ford et al., 1991; Ford et al.,
1997; Ashill et al., 2004).(5, 7) lastly, oneAnother part of the questionnaire measured the
level of respondent’s feminine consciousness. As a way to contextualise the overall
importance of the issues.

Statements of Female Autonomy Inventory developed by Arnott (1972) were used to identify
the traditionalism versus modernism of the respondents in their views of women’s role in
society. Several statements were slightly updated according to the modern conventions. The
validity of the Arnott scale has been previously established in the context of marketing
research (Ford et al., 1997; Venkatesh, 1980). (5)

Respondents were informed about the general purpose of a questionnaire, the fact that the data
will be analyse anonymously and that the study was for education purpose as opposed to
commercial market research was also underlined. In each case, students were used to collect
the data and were trained on few pilot questionnaires before conducting the survey to ensure
consistency and respond to their queries with the following instruction: “We would like you to
think about the topic of advertising and the way it shows woman and then respond to all of the
following statements by checking the category which best reflects your opinion. (5)
Responses were measured using five-point Liker-type scale ranging from 1- Strongly
Disagree to 5 – Strongly Agree. (4)

The survey instrument was translated into Russian and Turkish and then back translated into
Englishfrom English using the accepted back to back technique to ensure its accuracy. This
task was completed by two individuals for Russian and two for Turkish translation, all four
familiar with the cultural nuances of their native languages and the meaning of the words used
(23). All four translators are were also fluent in English. The questionnaire was pre-tested to
check the layout, wording and style. (1) Demographic information (e.g. gender, age) wereas
measured the last. Atat the end end and respondents were thanked for their participation.

A total of 400 respondents were sampledfully filed questionnaire were applied. . As it was self
selecting respondents from shopping hight streets in both location it was not possible to know
how many refused to answer before obtaining the 400 surveys. The population of this study
was the adult females over the age of 18 who reside in Ukraine ( Dnepropetrovsk city) and
Turkey (Istanbul). The sample was drawn using the ‘non probability’ convenience sampling
method. The demographic profile of the respondents is found in Table 1 no obvious bias can
be observed..
Table 1
Profile of the respondent samples
Ukraine Turkey
Sample size 200 200
Gender Female Female
Age
Mean (in years)
Range
Marital status
Married
Single
Divorced
Widowed
Employment
Full time (in %)
Part time
Not employed
Education
Mean (in years with 9 = high
school)
Range
Household income
Mean (in currency of
country)
Range

Each questionnaire followed a set of general themes that were elaborated from the literature
and were conducted by the same set of researchers in the two countries to ensure consistency.
Particular attention was paid to XX main areas including (a) XXXX (b) xxxx.. A total of XX
questions were asked to each respondents. Participants were encouraged to describe further
their view on women and advertising at the end of the survey.
The strategy behind the study is primarily exploratory; to define and clarify factors of gender
portrayal in advertising at the border of the EU, but also explanatory; to understand if possible
the key factors and the relationship between them that encourage positive gender portrayal
development, as Remenayi et al describe, (1998:35, cited in Saunders et al, 2000, 86) “to
discover the details of the situation to understand the reality or perhaps the reality working
behind them.” In addition “exploratory studies as a strategy is particularly useful to clarify
understanding of a problem,” (Saunders et al, 2000, p97) which relates well to the objectives
of the research. Our objective is not to draw final conclusion about the state of gender
portayal instead and given the limited fieldwork research conducted this study illustrate
patterns that are appearing and concentrate mainly on the positive factor affecting both
countries.

Results analysis and discussion

The results are organised following themes that have emerged from the mapping of the
questionnaires. They follow the reasoning of the consumers over the issues of gender role
portayal surrounding the main topics of this article We start by present an overview of the
results and questions asked. Table XX present the mean score for each statement in Ukraine
and Turkey.

Then dicusion of the main points in the table.

Principal components analysis

The factor congruency technique

Multiple attribute score

Cluster analysis

Conclusion and recommendations

References

Author Guidelines
Copyright

Articles submitted to the journal should be original contributions and

should not be under consideration for any other publication at the same
time. Authors submitting articles for publication warrant that the work is
not an infringement of any existing copyright and will indemnify the
publisher against any breach of such warranty. For ease of dissemination
and to ensure proper policing of use, papers and contributions become
the legal copyright of the publisher unless otherwise agreed.
Submissions should be sent to:

The Joint Editors

Professor David J. Carson,

School of Management,
University of Ulster,
Shore Road,
Newtownabbey,
Co. Antrim,
BT37 0QB.

Professor Audrey Gilmore,

School of Management,
University of Ulster,
Shore Road,
Newtownabbey,
Co. Antrim,
BT37 0QB.

Editorial objectives

To provide a platform for new ideas in marketing - the thinking, theory

and practice - and a forum for debating issues that arise. In this way the
journal seeks to:

• facilitate the interchange of information among researchers on a

worldwide basis;
• assist both academics and practitioners to keep up-to-date with
developments in marketing in Europe and Europe in the global
context.

General principles

• It is our intention to publish well-written readable articles with broad

appeal and a truly international relevance.
• Contributors are encouraged to focus on either conceptual or
empirical work to outline practical implications for marketing. Topics
should always relate to some aspect of marketing. Studies using
empirical samples of students without a significantly broader sample
base will not be accepted
• At the European Journal of Marketing we are keen to publish more
good papers which emanate from Europe, or focus on Europe in the
 global context.

The reviewing process

Each paper is reviewed by the editor and, if it is judged suitable for this
publication, it is then sent to two referees for double blind peer review.
Based on their recommendations, the editor then decides whether the
paper should be accepted as is, revised or rejected.

Emerald Literati Editing Service

The Literati Club can recommend the services of a number of freelance

copy editors, all themselves experienced authors, to contributors who
wish to improve the standard of English in their paper before submission.
This is particularly useful for those whose first language is not English.
www.emeraldinsight.com/editingservice

Manuscript requirements

Three copies of the manuscript should be submitted in double line

spacing with wide margins. All authors should be shown and author's
details must be printed on a separate sheet and the author should not be
identified anywhere else in the article.

As a guide, articles should be approximately 5,000 words in length. A title

of not more than eight words should be provided. A brief autobiographical
note should be supplied including full name, affiliation, e-mail address
and full international contact details. Authors must supply a structured
abstract set out under 4-6 sub-headings: Purpose;
Methodology/Approach; Findings; Research limitations/implications (if
applicable); Practical implications (if applicable); and, the
Originality/value of paper. Maximum is 250 words in total. In addition
provide up to six keywords which encapsulate the principal topics of the
paper and categorise your paper under one of these classifications:
Research paper, Viewpoint, Technical paper, Conceptual paper, Case
study, Literature review or General review. For more information and
guidance on structured abstracts visit:
www.emeraldinsight.com/structuredabstracts

Where there is a methodology, it should be clearly described under a

separate heading. Headings must be short, clearly defined and not
numbered. Notes or Endnotes should be used only if absolutely
necessary and must be identified in the text by consecutive numbers,
enclosed in square brackets and listed at the end of the article.

Figures, charts and diagrams should be kept to a minimum. They should

be provided both electronically and as good quality originals. They must
be black and white with minimum shading and numbered consecutively
using arabic numerals.

Artwork should be either copied or pasted from the origination software

into a blank Microsoft Word document, or saved and imported into a
blank Microsoft Word document. Artwork created in MS Powerpoint is
also acceptable. Artwork may be submitted in the following standard
image formats: .eps - Postscript, .pdf - Adobe Acrobat portable
document, .ai - Adobe Acrobat portable document, .wmf - Windows
Metafile. If it is not possible to supply graphics in the formats listed
above, authors should ensure that figures supplied as .tif, .gif, .jpeg,
.bmp, .pcx, .pic, .pct are supplied as files of at least 300 dpi and at least
10cm wide.

In the text the position of a figure should be shown by typing on a

separate line the words "take in Figure 2". Authors should supply
succinct captions.

For photographic images good quality original photographs should be

submitted. If submitted electronically they should be saved as tif files of
at least 300dpi and at least 10cm wide. Their position in the text should
be shown by typing on a separate line the words "take in Plate 2".

Tables should be kept to a minimum. They must be numbered

consecutively with roman numerals and a brief title. In the text, the
position of the table should be shown by typing on a separate line the
words "take in Table IV".

Photos and illustrations must be supplied as good quality black and white
original half tones with captions. Their position should be shown in the
text by typing on a separate line the words "take in Plate 2".

References to other publications should be complete and in Harvard

style. They should contain full bibliographical details and journal titles
should not be abbreviated. For multiple citations in the same year use a,
b, c immediately following the year of publication. References should be
shown within the text by giving the author's last name followed by a
comma and year of publication all in round brackets, e.g. (Fox, 1994). At
the end of the article should be a reference list in alphabetical order as
follows

(a) for books

surname, initials and year of publication, title, publisher, place of
publication, e.g.Casson, M. (1979), Alternatives to the Multinational
Enterprise, Macmillan, London.

(b) for chapter in edited book

surname, initials and year, "title", editor's surname, initials, title, publisher,
place, pages, e.g.Bessley, M. and Wilson, P. (1984), "Public policy and
small firms in Britain", in Levicki, C. (Ed.), Small Business Theory and
Policy, Croom Helm, London, pp.111-26. Please note that the chapter
title must be underlined.

(c) for articles

surname, initials, year "title", journal, volume, number, pages, e.g.Fox, S.
(1994) "Empowerment as a catalyst for change: an example from the
food industry", Supply Chain Management, Vol 2 No 3, pp. 29-33

If there is more than one author list surnames followed by initials. All
authors should be shown.

Electronic sources should include the URL of the electronic site at which
they may be found, as follows:
Pitkow, J. and Kehoel, C. (1997), "GVU's WWW user surveys", available
at www.gvu.gatech.edu
Notes/Endnotes should be used only if absolutely necessary. They
should, however, always be used for citing Web sites. They should be
identified in the text by consecutive numbers enclosed in square brackets
and listed at the end of the article. Please then provide full Web site
addresses in the end list.

References:

Albers-Miller, N. D., Gelb, B. D., (1996), “Business advertising appeals as a mirror of

cultural dimensions: A study of eleven countries”, Journal of Advertising, Vol. 25, Iss. 4; p.
57.

Al-Olayan, F.S., Karande, K., (2000), “A content analisys of magazine advertisements from
the United States and the Arab World”, Journal of Advertising, 29, 3; ABI/INFORM Global,
pg. 69.

Andrews, J., Durvasula, S., Netemeyer, G., (1994), “Testing the Cross-National Applicability
of U.S. and Russian Advertising Belief and Attitude Measures”, Journal of Advertising, Mar;
23, 1; ABI/INFORM Global

Arnott, C., (1972), “Husbands’ Attitude and Wives’ Commitment to Employment”, Journal of
Marriage and the Family, Vol.34, No.4. Nov, pp.673-684

Ashill, N., Yavas, U., (2005), “Dimensions of advertising Attitudes. Congruence between
Turkish and New Zealand consumers”, Marketing Intelligence & Planning, Vol. 23 No. 4,
pp. 340-349

Cheng, H., (1997), “Toward an understanding of cultural values manifest in advertising: A

Content Analysis of Chinese Television Commercials in 1990 and 1995”, Journalism and
Mass Communication Quarterly, Winter, 74, 4; ABI/INFORM Global, pg. 773.

Dallmann, K., (2000), “Targeting women in German and Japanese magazine advertising. A
difference-in-difference approach”, European Journal of Marketing, Vol.35, No.11/12,
pp.1320-1339

Fam., K, Waller, D., Erdogan, B., (2004), “The influence of religion attitudes towards the
advertising of controversial products”, European Journal of Marketing, 38, 5/6;
ABI/INFORM Global, pg. 537

Ford, J., Voli, P., Honeycutt, E., Casey, S., (1988), “Gender role portrayals in Japanese
advertising: A magazine content analysis”, Journal of Advertising, Vol. 27, Iss. 1; p. 113.

Ford, J., LaTour, M., Lundstrom, W. (1991), “Contemporary Women's Evaluation of Female
Role Portrayals in Advertising”, The Journal of Consumer Marketing, Winter, 8, 1;
ABI/INFORM Global, pg. 15
Ford, J., LaTour, M., Honeycutt, E., (1997), “An examination of the cross-cultural female
response to offensive sex role portrayals in advertising. A research note”, International
Marketing Review, Vol.14, No.6

Frith, K., Shaw, P., Cheng, H., (2005), “The Construction of Beauty: A Cross-Cultural
Analysis of Women’s Advertising”, Journal of Communication, March

Ger, G., (1992), “The Positive and Negative Effects of Marketing on Socioeconomic
Development: The Turkish Case”, Journal of Consumer Policy, 15, 3; ABI/INFORM Global,
pg. 229

Griffin, M., Viswanath, K., Schwartz, D. (1994), “Gender advertising in the US and India:
exporting cultural stereotypes”, Media, Culture & Society, Vol. 16 No.3, pp.487-507.

Hogg, M., Garrow, J., (2003), “Gender, identity and the consumption of advertising”,
Qualitative Market Research: An International Journal, Vol. 6, No.3, pp. 160-174

Hrycak, A., (2001), “The Dilemmas of Civic Revival: Ukrainian Women since
Independence”, Journal of Ukrainian Studies, 26, nos. 1–2; Summer - Winter

Kyung, J.L., (2000), “Country experiences: Korea. In Changing lenses: Women’s perspectives
on media (pp. 82-93), Manila, Philippines: ISIS International

Liu, F., Li, J., Cheng, H., (2006), “Sex appeal advertising: gender differences in Chinese
consumers’ responses”, Asia Pacific Journal of Marketing and Logistic, Vol.18, No.1, pp.19-
28

Milner, L., Collins, J., (1998), “Sex Role Portrayals in Turkish Television Advertisements: An
Examination in an International Context”, Journal of Euro-Marketing 7, 1: 1-28.

Milner, L., Collins, J., (2000), “Sex-role portrayals and the gender of nations”, Journal of
Advertising, Spring; 29, 1; ABI/INFORM Global, pg. 67.

Morrison, M., Shaffer, D., (2003), “Gender-Role Congruence and Self-Referencing as

Determinants of Advertising Effectiveness”, Sex Roles, Vol. 49, Nos. 5/6, September

Nilaweera, U., Wijetunga, D., (2005), “The Impact of Cultural Values on the Effectiveness of
Television Commercials with Female Sexual Appeal: A Sri Lankan Study”, South Asian
Journal of Management, Jul-Sep; 12, 3; ABI/INFORM Global, pg. 77

Odekerken-Schroder G., Wulf De K., Hofstee N., (2002), “Is gender stereotyping in
advertising more prevalent in masculine countries? A cross-national analysis”, International
Marketing Review, Vol.19, Iss. 4/5; pg. 408.

Orth, U., Holancova, D., (2003/2004), “Consume Response to Sex Role Portrayals in
Advertisements: Effects of Incongruity and Prejudices on Emotions and Attitudes”, Journal of
Advertising, Winter, 32, 4; ABI/INFORM Global

Ozkan, D., Foster, R., (2005), “Consumer citizenship, nationalism and neoliberal
globalization in Turkey: the advertising launch of Cola Turka”, Advertising and Society, 6:3
Sengupta, S., (1995), “The influence of culture on portrayals of women in television
commercials: A comparison between the United States and Japan”, International Journal of
Advertising, Vol.14, Iss. 4; pg. 314.

Six, I., (2005), “What Language Sells: Western Advertising in Russia”, The Journal of
International Business, 16, 2; ABI/INFORM Global, pg. 1

So, L. M. S., (2004), “A Comparative Content Analysis of Women's Magazine

Advertisements from Hong Kong and Australia on Advertising Expressions”, Journal of
Current Issues and Research in Advertising, Vol.26, Iss. 1; pg.47.

Sukovataya, V., (2004), “Gender Analysis on Advertizing”, Herald of the Kharkiv’

University, Vol. 583

Tkachenko, S., (2004), “New Game Rules for Advertising in Ukraine”, The Ukrainian Journal
of Business Law, May

Uray N., Burnaz S., (2003), “An analysis of the portrayal of gender roles in Turkish television
advertisements: Sex Roles”. A Journal of Research, January issue.

Waller, D., Fam., K, Erdogan, B., (2005), “Advertising of controversial products: a cross-
cultural study”, Journal of Consumer Marketing, 22/1, pp. 6-9

Wells, L., (1994), “Western Concepts, Russian Perspectives: Meanings of Advertising in the
Former Soviet Union”, Journal of Advertising, Mar; 23, 1; ABI/INFORM Global, pg. 83

Whipple, T., Courtney, A., (1985), “Female role portrayal in advertising and communication
effectiveness: a review”, Journal of Advertising, 14; ABI/INFORM Global pg. 4

Wiles, J., Wiles, C., (1995), “A comparison of gender role portrayals in magazine advertising.
The Netherlands, Sweden and the USA”, Europeau Journal of Marketing, Vol.29, No.11,
pp.35-49

Wolin, L..D., (2003), “Gender issues in advertising - An oversight synthesis of research:

1970-2002”, Journal of Advertising Research, Vol.43, Iss.1; pg 111.

Zhurzhenko, T., (2001), “Free Market Ideology and New Women’s Identities in Post-socialist
Ukraine”, The European Journal of Women’s Studies, Vol. 8(1), pp.29-49

Author Guidelines
Copyright

Articles submitted to the journal should be original contributions and

should not be under consideration for any other publication at the same
time. Authors submitting articles for publication warrant that the work is
not an infringement of any existing copyright and will indemnify the
publisher against any breach of such warranty. For ease of dissemination
and to ensure proper policing of use, papers and contributions become
the legal copyright of the publisher unless otherwise agreed.
Submissions should be sent to:

The Joint Editors

Professor David J. Carson,

School of Management,
University of Ulster,
Shore Road,
Newtownabbey,
Co. Antrim,
BT37 0QB.

Professor Audrey Gilmore,

School of Management,
University of Ulster,
Shore Road,
Newtownabbey,
Co. Antrim,
BT37 0QB.

Editorial objectives

To provide a platform for new ideas in marketing - the thinking, theory

and practice - and a forum for debating issues that arise. In this way the
journal seeks to:

• facilitate the interchange of information among researchers on a

worldwide basis;
• assist both academics and practitioners to keep up-to-date with
developments in marketing in Europe and Europe in the global
context.

General principles

• It is our intention to publish well-written readable articles with broad

appeal and a truly international relevance.
• Contributors are encouraged to focus on either conceptual or
empirical work to outline practical implications for marketing. Topics
should always relate to some aspect of marketing. Studies using
empirical samples of students without a significantly broader sample
base will not be accepted
• At the European Journal of Marketing we are keen to publish more
good papers which emanate from Europe, or focus on Europe in the
global context.

The reviewing process

Each paper is reviewed by the editor and, if it is judged suitable for this
publication, it is then sent to two referees for double blind peer review.
Based on their recommendations, the editor then decides whether the
paper should be accepted as is, revised or rejected.

Emerald Literati Editing Service

The Literati Club can recommend the services of a number of freelance

copy editors, all themselves experienced authors, to contributors who
wish to improve the standard of English in their paper before submission.
This is particularly useful for those whose first language is not English.
www.emeraldinsight.com/editingservice

Manuscript requirements

Three copies of the manuscript should be submitted in double line

spacing with wide margins. All authors should be shown and author's
details must be printed on a separate sheet and the author should not be
identified anywhere else in the article.

As a guide, articles should be approximately 5,000 words in length. A title

of not more than eight words should be provided. A brief autobiographical
note should be supplied including full name, affiliation, e-mail address
and full international contact details. Authors must supply a structured
abstract set out under 4-6 sub-headings: Purpose;
Methodology/Approach; Findings; Research limitations/implications (if
applicable); Practical implications (if applicable); and, the
Originality/value of paper. Maximum is 250 words in total. In addition
provide up to six keywords which encapsulate the principal topics of the
paper and categorise your paper under one of these classifications:
Research paper, Viewpoint, Technical paper, Conceptual paper, Case
study, Literature review or General review. For more information and
guidance on structured abstracts visit:
www.emeraldinsight.com/structuredabstracts

Where there is a methodology, it should be clearly described under a

separate heading. Headings must be short, clearly defined and not
numbered. Notes or Endnotes should be used only if absolutely
necessary and must be identified in the text by consecutive numbers,
enclosed in square brackets and listed at the end of the article.

Figures, charts and diagrams should be kept to a minimum. They should

be provided both electronically and as good quality originals. They must
be black and white with minimum shading and numbered consecutively
using arabic numerals.

Artwork should be either copied or pasted from the origination software

into a blank Microsoft Word document, or saved and imported into a
blank Microsoft Word document. Artwork created in MS Powerpoint is
also acceptable. Artwork may be submitted in the following standard
image formats: .eps - Postscript, .pdf - Adobe Acrobat portable
document, .ai - Adobe Acrobat portable document, .wmf - Windows
Metafile. If it is not possible to supply graphics in the formats listed
above, authors should ensure that figures supplied as .tif, .gif, .jpeg,
.bmp, .pcx, .pic, .pct are supplied as files of at least 300 dpi and at least
10cm wide.

In the text the position of a figure should be shown by typing on a

separate line the words "take in Figure 2". Authors should supply
succinct captions.
For photographic images good quality original photographs should be
submitted. If submitted electronically they should be saved as tif files of
at least 300dpi and at least 10cm wide. Their position in the text should
be shown by typing on a separate line the words "take in Plate 2".

Tables should be kept to a minimum. They must be numbered

consecutively with roman numerals and a brief title. In the text, the
position of the table should be shown by typing on a separate line the
words "take in Table IV".

Photos and illustrations must be supplied as good quality black and white
original half tones with captions. Their position should be shown in the
text by typing on a separate line the words "take in Plate 2".

References to other publications should be complete and in Harvard

style. They should contain full bibliographical details and journal titles
should not be abbreviated. For multiple citations in the same year use a,
b, c immediately following the year of publication. References should be
shown within the text by giving the author's last name followed by a
comma and year of publication all in round brackets, e.g. (Fox, 1994). At
the end of the article should be a reference list in alphabetical order as
follows

(a) for books

surname, initials and year of publication, title, publisher, place of
publication, e.g.Casson, M. (1979), Alternatives to the Multinational
Enterprise, Macmillan, London.

(b) for chapter in edited book

surname, initials and year, "title", editor's surname, initials, title, publisher,
place, pages, e.g.Bessley, M. and Wilson, P. (1984), "Public policy and
small firms in Britain", in Levicki, C. (Ed.), Small Business Theory and
Policy, Croom Helm, London, pp.111-26. Please note that the chapter
title must be underlined.

(c) for articles

surname, initials, year "title", journal, volume, number, pages, e.g.Fox, S.
(1994) "Empowerment as a catalyst for change: an example from the
food industry", Supply Chain Management, Vol 2 No 3, pp. 29-33

If there is more than one author list surnames followed by initials. All
authors should be shown.

Electronic sources should include the URL of the electronic site at which
they may be found, as follows:
Pitkow, J. and Kehoel, C. (1997), "GVU's WWW user surveys", available
at www.gvu.gatech.edu

Notes/Endnotes should be used only if absolutely necessary. They

should, however, always be used for citing Web sites. They should be
identified in the text by consecutive numbers enclosed in square brackets
and listed at the end of the article. Please then provide full Web site
addresses in the end list.