Introduction: Marketing in emerging economies / Marin Marinov -- 1. Data collection procedures equivalence in emerging economy market research / Pervez N. Ghauri and Agnieszka Chidlow -- 2. Globalization, sustainability and marketing of health care in emerging market economies : doing good while...

Purpose – The objective of this paper is to uncover the underlying dimensions of, and examine the similarities and differences in, personal uses of advertising, perceived socio‐economic effects of advertising, and consumer beliefs and attitudes toward advertising in Bulgaria and Romania....