This thesis analyzes the marketing activities of the companies in the consumer
society of today and their social impacts on the consumption habits of individuals.
The creation of a social environment with the mass oriented marketing activities of
the producers and the association of individuals with the products that they or others
consume are studied. The perception of the products as symbols of social status or
their utilization to have distinction from others are analyzed. Throughout this thesis,
the question of how brands are socially accepted and appreciated were addressed
within the frame of the analysis of the mass oriented marketing activities of
producers. Under these activities how the new consumer stereotypes are artificially
created are criticized. This thesis also seeks to answer the question of how the social
image of the brands and logos reach beyond the product sphere and used as a
medium for creating social, cultural and individual identifications.
| Identifer | oai:union.ndltd.org:METU/oai:etd.lib.metu.edu.tr:http://etd.lib.metu.edu.tr/upload/12604708/index.pdf |
| Date | 01 September 2003 |
| Creators | Aktan, Oktay |
| Contributors | Tokluoglu, Ceylan |
| Publisher | METU |
| Source Sets | Middle East Technical Univ. |
| Language | English |
| Detected Language | English |
| Type | M.S. Thesis |
| Format | text/pdf |
| Rights | To liberate the content for public access |
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