Κατεύθυνση Δημοσιογραφία και Νέα Μέσα
Library of the Faculties of Political Science and Public Administration, Communication and Mass Media Studies, Turkish and Modern Asian Studies, Sociology

2023-12-01

2023

Panagoulopoulou Eirini-Athanasia

Αικατερίνη Σταυριανέα, Επίκουρη Καθηγήτρια, Τμήμα Επικοινωνίας και ΜΜΕ, ΕΚΠΑ

Συμπεριληπτικότητα και εμπορικές επωνυμίες : Η άποψη των Ελλήνων καταναλωτών

Greek
English

Inclusivity and Brands: Greek consumers’ attitude

This dissertation aims to examine the issue of inclusivity, its acceptance and its promotion on the part of the brands, with any consequences they may have on the consumers and their choices. The main goal of this thesis is, first through its theoretical part, to note the origins of inclusivity and if it is a need for the entire society, as well as for the consumers and the brands, and why. Then, the research part’s aim is to outline the preferences of Greek consumers as far as inclusivity in brands is concerned and to prove whether according to them the brands in Greece promote it as much as they do abroad. Inclusivity was chosen as the main subject of this dissertation because it constitutes a major social issue, something that is obvious by simple observation of everyday life and also by the changes that are taking place in media which promotes products and services that appear to have embraced inclusivity, following the example of other countries of the Western World. Research like this one examining the issue of inclusivity by brands has been conducted may times abroad, however, Greece seems to not have a similar history. In consequence, this dissertation is making a start, hoping that it will constitute a worthwhile tool for future research around this topic in Greece. Because there is not a history of similar research for the Greek consumer audience though, this research is quite broad without any limitations or specializations on any population data.

Social, Political and Economic sciences

Inclusivity, brands, media, marketing, advertisements

No

0

Yes

96

106

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https://pergamos.lib.uoa.gr/uoa/dl/object/3370412