Article: Exploring the moderating role of demographics in consumer responses to advertising: evidence from family business brands in Kosovo Journal: International Journal of Globalisation and Small Business (IJGSB) 2025 Vol.15 No.5 pp.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. Inderscience Publishers - linking academia, business and industry through research

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

Authors: Donjeta Zejnullahu Pllana; Shqipe Gërguri-Rashiti; Emira Limani

Addresses: Faculty of Economics, Marketing Department, University of Tetova, Str. Ilinden, nn. 1200 Tetova, Republic of North Macedonia ' College of Business Administration, American University of the Middle East, Egaila, Kuwait ' College of Business Administration, American University of the Middle East, Egaila, Kuwait

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.

DOI: 10.1504/IJGSB.2025.148049

International Journal of Globalisation and Small Business, 2025 Vol.15 No.5, pp.1 - 28

Received: 18 Mar 2025
Accepted: 08 Jun 2025
Published online: 15 Aug 2025 *

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

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