Το branding ως στοιχείο της στρατηγικής των επιχειρήσεων και η συμβολή του στην απόκτηση ανταγωνιστικού πλεονεκτήματος: μια πρωτογενής ποσοτική έρευνα στις επιχειρήσεις που εδρεύουν στην περιφέρεια Αττικής

Παπαζέκου, Μαρία

Master Thesis

Author

Παπαζέκου, Μαρία

Date

2020-09-23

Abstract

In the context of this dissertation, the aim is to investigate branding, as an element of the strategy of modern business entities and the degree to which it is utilized by companies that operate and are based in the Attica region. In addition, it aims to identify the benefits of branding, including enhancing competitive advantage. Competitive advantage is vital for modern businesses, which are called upon to survive in an environment of intense competitive pressure. The importance of this study lies in the fact that the corresponding research that has been conducted in Greece on the use of branding as an element of business marketing strategy, is minimal. Therefore, a large bibliographic gap is covered. The issue of dealing with this study is approached in two ways, namely through bibliographic review and through primary quantitative research. The initial research was addressed to 152 employees, executives or business owners, who completed a fully structured questionnaire consisting of closed-ended questions. The questionnaire formed the two examined variables: the use of branding and its benefits. In the end, it turned out that businesses are taking advantage of marketing and branding at a moderate to satisfactory level. The benefits gained from branding are very satisfactory and the most important of them are the formation of the company's image and reputation, its popularity and the strengthening of its competitive advantage. Also, a positive and statistically significant correlation was found between the use of branding and the benefits gained.

Postgraduate Studies Programme

Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων για Στελέχη (Executive MBA)

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων

Number of pages

108

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/12930
http://dx.doi.org/10.26267/unipi_dione/353

Collections

Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων

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