Exploring the moderating role of demographics in consumer responses to advertising: evidence from family business brands in Kosovo

Donjeta Zejnullahu Pllana, Shqipe Gërguri-Rashiti and Emira Limani

International Journal of Globalisation and Small Business, 2025, vol. 15, issue 5, 1-28

Abstract: This study investigates how demographic factors moderate consumer responses to advertising within Kosovo's family-owned businesses. Using advertising expenditure data across multiple media channels and survey responses from 417 participants, we analyse the effects on brand awareness, perceived quality, brand image, and purchase intention. The demographic variables examined include age, gender, education level, marital status, employment status, and geographical location. The findings reveal that younger, urban, and highly educated consumers exhibit higher levels of brand awareness, while older, rural, and less-educated groups respond more strongly in terms of perceived quality and purchase intention. These results offer valuable implications not only for family businesses brands in Kosovo but also for firms in other emerging economies with comparable demographic dynamics. The study also emphasises the importance of adapting advertising strategies to global trends such as digitalisation, youth urban migration, and globalisation, which increasingly influence media consumption habits and consumer expectations across generations.

Keywords: advertising; consumer response; consumer behaviour; demographic factors; family business brands; brand awareness; perceived quality; brand image; purchase intention. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=148049 (text/html)
Open Access

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijgsbu:v:15:y:2025:i:5:p:1-28

Access Statistics for this article

More articles in International Journal of Globalisation and Small Business from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().