OUTDOOR ADVERTISING AND THE RESISTANCE OF ALBANIAN CONSUMER

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.