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An Exploration of the Awareness of Cultural Appropriation in Ireland and the Significance it may have on Consumers’ Brands Perception

Breen, Tara (2022) An Exploration of the Awareness of Cultural Appropriation in Ireland and the Significance it may have on Consumers’ Brands Perception. Masters thesis, Dublin, National College of Ireland.

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Cultural appropriation has gained some major attraction and attention in the last few years and landed itself very predominantly within the depths of social media. With consumers becoming more politically correct and social media providing a platform for numerous arguments and debates, the topic has become a controversial societal issue in which this study wishes to investigate (Arya, 2021). Many brands have been caught in the crossfire of the cultural appropriation debate and have been exposed to major scrutiny by the harsh critics of the world (Gartner, 2019). Could this alleged exploitation of indigenous groups have an impact of a brands reputation and have an impact on consumers’ perception of the brand?

This dissertation aims to explore the thoughts and ideas of Irish consumers in relation to cultural appropriation and to understand the awareness of the topic in Ireland. Secondly, the researcher wishes to examine in depth if an accusation of cultural appropriation would alter a consumers’ brand perception. Several authors provided a foundation for the researcher, laying down the existing knowledge in the area and providing context to the dissertation. This also highlighted the research gaps to the author and the specific areas in which are underdeveloped. The gaps in the literature regarding cultural appropriation and brand perception are tackled in this study.

A qualitative research approach was taken for the purpose of this study drawing on a small sample size of five semi structured interviews. The inductive method supported this process and allowed for an efficient data collection and analysis. The main findings from this study suggested that there is a very present awareness of the topic ‘cultural appropriation’ amongst the Irish consumers. In relation to brand perception, it would come down to the severity of the act committed by the brand in question. In saying this, if a religious symbol is misused or misrepresented by a brand, this would cause a consumer’s brand perception to alter.

Further areas of potential research and expansion were suggested in the conclusion and recommendation chapter of this dissertation.

Item Type: Thesis (Masters)
Maguire, Louise
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HT Communities. Classes. Races > Racism
Divisions: School of Business > Master of Science in Marketing
Depositing User: Tamara Malone
Date Deposited: 13 Apr 2023 13:06
Last Modified: 13 Apr 2023 13:06

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