\u03a3\u03c4\u03bf \u03c0\u03bb\u03b1\u03af\u03c3\u03b9\u03bf \u03c4\u03bf\u03c5 \u03bc\u03b1\u03b8\u03ae\u03bc\u03b1\u03c4\u03bf\u03c2 “\u0393\u03b5\u03c9\u03c1\u03b3\u03af\u03b1, \u03a4\u03c1\u03cc\u03c6\u03b9\u03bc\u03b1 \u03ba\u03b1\u03b9 \u03a0\u03b5\u03c1\u03b9\u03b2\u03ac\u03bb\u03bb\u03bf\u03bd” \u03c4\u03b7\u03c2 \u0391’ \u039b\u03c5\u03ba\u03b5\u03af\u03bf\u03c5, \u03c3\u03c5\u03bd\u03b4\u03c5\u03ac\u03b6\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c4\u03b7\u03bd \u03b5\u03bd\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c4\u03b7\u03c2 \u03a6\u03c5\u03c4\u03b9\u03ba\u03ae\u03c2 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03c2 \u0395\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03b7\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2, \u03ba\u03b1\u03b9 \u03c0\u03b9\u03bf \u03c3\u03c5\u03b3\u03ba\u03b5\u03ba\u03c1\u03b9\u03bc\u03ad\u03bd\u03b1 \u03c3\u03c4\u03bf marketing \u03b1\u03b3\u03c1\u03bf\u03c4\u03b9\u03ba\u03ce\u03bd \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd \u03b4\u03b9\u03b4\u03ac\u03c3\u03ba\u03b5\u03c4\u03b1\u03b9 \u03c4\u03bf \u03c0\u03b1\u03c1\u03b1\u03ba\u03ac\u03c4\u03c9 \u03bc\u03ac\u03b8\u03b7\u03bc\u03b1 \u03b3\u03b9\u03b1 \u03c4\u03bf branding \u03b5\u03bb\u03b1\u03b9\u03bf\u03bb\u03ac\u03b4\u03bf\u03c5:<\/p>\n
1.1 \u03a5\u03a0\u039f\u0392\u0391\u0398\u03a1\u039f<\/p>\n
\u03a4\u03bf \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03af \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u0395\u03bb\u03bb\u03ac\u03b4\u03b1 \u03ad\u03bd\u03b1 \u03b1\u03c0\u03cc \u03c4\u03b1 \u03c0\u03b1\u03c1\u03b1\u03b4\u03bf\u03c3\u03b9\u03b1\u03ba\u03cc\u03c4\u03b5\u03c1\u03b1 \u03b1\u03b3\u03c1\u03bf\u03c4\u03b9\u03ba\u03ac \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1, \u03ba\u03b1\u03c4\u03ad\u03c7\u03bf\u03bd\u03c4\u03b1\u03c2 \u03b1\u03be\u03b9\u03cc\u03bb\u03bf\u03b3\u03b7 \u03b8\u03ad\u03c3\u03b7 \u03c3\u03c4\u03bf\u03bd \u03ba\u03bb\u03ac\u03b4\u03bf \u03c4\u03c1\u03bf\u03c6\u03af\u03bc\u03c9\u03bd \u03ba\u03b1\u03b9 \u03b2\u03b1\u03c3\u03b9\u03ba\u03ae \u03c0\u03b7\u03b3\u03ae \u03b4\u03b9\u03b1\u03c4\u03c1\u03bf\u03c6\u03ae\u03c2, \u03bc\u03b5 \u03c3\u03c0\u03bf\u03c5\u03b4\u03b1\u03af\u03b1 \u03c3\u03b7\u03bc\u03b1\u03c3\u03af\u03b1 \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03bf\u03b9\u03ba\u03bf\u03bd\u03bf\u03bc\u03b9\u03ba\u03ae \u03ba\u03b1\u03b9 \u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03ba\u03ae \u03b6\u03c9\u03ae \u03c4\u03b7\u03c2 \u03c7\u03ce\u03c1\u03b1\u03c2 \u03cc\u03c0\u03c9\u03c2 \u03b1\u03c0\u03bf\u03c4\u03c5\u03c0\u03ce\u03bd\u03b5\u03c4\u03b1\u03b9 \u03c3\u03c4\u03b1 \u03bc\u03b5\u03b3\u03ad\u03b8\u03b7 \u03c0\u03bf\u03c5 \u03c7\u03b1\u03c1\u03b1\u03ba\u03c4\u03b7\u03c1\u03af\u03b6\u03bf\u03c5\u03bd \u03c4\u03b7\u03bd \u03b5\u03b9\u03ba\u03cc\u03bd\u03b1 \u03c4\u03b7\u03c2 \u03b5\u03bb\u03bb\u03b7\u03bd\u03b9\u03ba\u03ae\u03c2 \u03b5\u03bb\u03b1\u03b9\u03bf\u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2 (\u03a3\u03ad\u03bc\u03bf\u03c2, 2010, \u03c3. 184). \u03a3\u03ae\u03bc\u03b5\u03c1\u03b1, \u03c5\u03c0\u03bf\u03bb\u03bf\u03b3\u03af\u03b6\u03b5\u03c4\u03b1\u03b9 \u03cc\u03c4\u03b9 \u03c5\u03c0\u03ac\u03c1\u03c7\u03bf\u03c5\u03bd \u03c0\u03ac\u03bd\u03c9 \u03b1\u03c0\u03cc 170.000.000 \u03b5\u03bb\u03b1\u03b9\u03cc\u03b4\u03b5\u03bd\u03c4\u03c1\u03b1 \u03c3\u03b5 \u03c0\u03b1\u03c1\u03b1\u03b4\u03bf\u03c3\u03b9\u03b1\u03ba\u03bf\u03cd\u03c2 \u03ba\u03b1\u03b9 \u03c3\u03cd\u03b3\u03c7\u03c1\u03bf\u03bd\u03bf\u03c5\u03c2 \u03b5\u03bb\u03b1\u03b9\u03ce\u03bd\u03b5\u03c2 \u03c3\u03b5 \u03cc\u03bb\u03b7 \u03c4\u03b7 \u03c7\u03ce\u03c1\u03b1, \u03b5\u03c4\u03ae\u03c3\u03b9\u03b1 \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b1\u03b9 300.000 \u03ba\u03b1\u03b9 \u03c0\u03bb\u03ad\u03bf\u03bd \u03c4\u03cc\u03bd\u03bf\u03b9 \u03b5\u03bb\u03b1\u03b9\u03bf\u03bb\u03ac\u03b4\u03bf\u03c5, \u03b1\u03c0\u03b1\u03c3\u03c7\u03bf\u03bb\u03bf\u03cd\u03bd\u03c4\u03b1\u03b9 750.000 \u03bf\u03b9\u03ba\u03bf\u03b3\u03ad\u03bd\u03b5\u03b9\u03b5\u03c2 \u03c3\u03b5 \u03c3\u03c7\u03ad\u03c3\u03b7 \u03b5\u03b9\u03c3\u03bf\u03b4\u03ae\u03bc\u03b1\u03c4\u03bf\u03c2 \u03bc\u03b5 \u03c4\u03bf \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd (1,6\u03b4\u03b9\u03c2 \u03b5\u03c5\u03c1\u03ce \u03b5\u03c4\u03ae\u03c3\u03b9\u03bf \u03b1\u03b3\u03c1\u03bf\u03c4\u03b9\u03ba\u03cc \u03b5\u03b9\u03c3\u03cc\u03b4\u03b7\u03bc\u03b1), \u03bb\u03b5\u03b9\u03c4\u03bf\u03c5\u03c1\u03b3\u03bf\u03cd\u03bd 2.500 \u03b5\u03bb\u03b1\u03b9\u03bf\u03c4\u03c1\u03b9\u03b2\u03b5\u03af\u03b1 \u03ba\u03b1\u03b9 300 \u03c0\u03b5\u03c1\u03af\u03c0\u03bf\u03c5 \u03c4\u03c5\u03c0\u03bf\u03c0\u03bf\u03b9\u03b7\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2. \u039c\u03b5 \u03b5\u03c4\u03ae\u03c3\u03b9\u03b1 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae 300.000 \u03c4\u03cc\u03bd\u03c9\u03bd, \u03b7 \u0395\u03bb\u03bb\u03ac\u03b4\u03b1 \u03ba\u03b1\u03c4\u03ad\u03c7\u03b5\u03b9 \u03c4\u03b7\u03bd \u03c4\u03c1\u03af\u03c4\u03b7 \u03b8\u03ad\u03c3\u03b7 \u03c3\u03c4\u03bf\u03bd \u03ba\u03cc\u03c3\u03bc\u03bf, \u03bc\u03b5\u03c4\u03ac \u03c4\u03b7\u03bd \u0399\u03c3\u03c0\u03b1\u03bd\u03af\u03b1 \u03ba\u03b1 \u03c4\u03b7\u03bd \u0399\u03c4\u03b1\u03bb\u03af\u03b1, \u03c3\u03c4\u03b7\u03bd \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae \u03b5\u03bb\u03b1\u03b9\u03bf\u03bb\u03ac\u03b4\u03bf\u03c5 \u03ba\u03b1\u03b9 \u03b5\u03bb\u03b9\u03ac\u03c2, \u03ba\u03b1\u03bb\u03cd\u03c0\u03c4\u03b5\u03b9 \u03c4\u03bf 16% \u03c4\u03b7\u03c2 \u03c0\u03b1\u03b3\u03ba\u03cc\u03c3\u03bc\u03b9\u03b1\u03c2 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2 \u03b5\u03bb\u03b1\u03b9\u03bf\u03bb\u03ac\u03b4\u03bf\u03c5 \u03ba\u03b1\u03b9 \u03c4\u03bf 70% \u03c4\u03b7\u03c2 \u03b5\u03bb\u03bb\u03b7\u03bd\u03b9\u03ba\u03ae\u03c2 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2 \u03b1\u03bd\u03ae\u03ba\u03b5\u03b9 \u03c3\u03c4\u03b7\u03bd \u03ba\u03bf\u03c1\u03c5\u03c6\u03b1\u03af\u03b1 \u03c0\u03bf\u03b9\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c4\u03bf\u03c5 \u03b5\u03be\u03b1\u03b9\u03c1\u03b5\u03c4\u03b9\u03ba\u03bf\u03cd \u03c0\u03b1\u03c1\u03b8\u03ad\u03bd\u03bf\u03c5 \u03b5\u03bb\u03b1\u03b9\u03bf\u03bb\u03ac\u03b4\u03bf\u03c5, \u03b3\u03b5\u03b3\u03bf\u03bd\u03cc\u03c2 \u03c0\u03bf\u03c5 \u03c4\u03b7\u03bd \u03ba\u03b1\u03c4\u03b1\u03c4\u03ac\u03c3\u03c3\u03b5\u03b9 \u03c3\u03c4\u03b7\u03bd \u03c0\u03c1\u03ce\u03c4\u03b7 \u03b8\u03ad\u03c3\u03b7 \u03bc\u03b5\u03c4\u03b1\u03be\u03cd \u03c4\u03c9\u03bd \u03c7\u03c9\u03c1\u03ce\u03bd \u03c0\u03bf\u03c5 \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03c5\u03bd \u03b5\u03be\u03b1\u03b9\u03c1\u03b5\u03c4\u03b9\u03ba\u03cc \u03c0\u03b1\u03c1\u03b8\u03ad\u03bd\u03bf \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf (National Bank of Greece, 2015).<\/p>\n
\u03a3\u03cd\u03bc\u03c6\u03c9\u03bd\u03b1 \u03bc\u03b5 \u03c3\u03c4\u03bf\u03b9\u03c7\u03b5\u03af\u03b1 \u03c4\u03bf\u03c5 \u0394\u03b9\u03b5\u03b8\u03bd\u03bf\u03cd\u03c2 \u03a3\u03c5\u03bc\u03b2\u03bf\u03c5\u03bb\u03af\u03bf\u03c5 \u0395\u03bb\u03b1\u03b9\u03bf\u03bb\u03ac\u03b4\u03bf\u03c5 (International Olive Council, 2018) \u03c4\u03bf 98% \u03c0\u03b5\u03c1\u03af\u03c0\u03bf\u03c5 \u03c4\u03c9\u03bd \u03b5\u03bb\u03b1\u03b9\u03bf\u03b4\u03ad\u03bd\u03c4\u03c1\u03c9\u03bd \u03c0\u03b1\u03b3\u03ba\u03bf\u03c3\u03bc\u03af\u03c9\u03c2, \u03b5\u03bd\u03c4\u03bf\u03c0\u03af\u03b6\u03bf\u03bd\u03c4\u03b1\u03b9 \u03c3\u03c4\u03b7\u03bd \u03bb\u03b5\u03ba\u03ac\u03bd\u03b7 \u03c4\u03b7\u03c2 \u039c\u03b5\u03c3\u03bf\u03b3\u03b5\u03af\u03bf\u03c5 \u03ba\u03b1\u03b9 \u03ad\u03c4\u03c3\u03b9 \u03b7 \u03c0\u03b5\u03c1\u03b9\u03bf\u03c7\u03ae \u03b1\u03c5\u03c4\u03ae \u03ba\u03b1\u03bb\u03cd\u03c0\u03c4\u03b5\u03b9 \u03c4\u03bf \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03bf \u03bc\u03ad\u03c1\u03bf\u03c2 \u03c4\u03b7\u03c2 \u03c0\u03b1\u03b3\u03ba\u03cc\u03c3\u03bc\u03b9\u03b1\u03c2 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2 \u03b5\u03bb\u03b1\u03b9\u03bf\u03bb\u03ac\u03b4\u03bf\u03c5. \u0397 \u0395\u03bb\u03bb\u03ac\u03b4\u03b1 \u03c3\u03c5\u03b3\u03ba\u03b5\u03ba\u03c1\u03b9\u03bc\u03ad\u03bd\u03b1, \u03c0\u03b1\u03c1\u03ac \u03c4\u03bf \u03b3\u03b5\u03b3\u03bf\u03bd\u03cc\u03c2 \u03cc\u03c4\u03b9 \u03ad\u03c7\u03b5\u03b9 \u03c4\u03b7 \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b7 \u03ba\u03b1\u03c4\u03ac \u03ba\u03b5\u03c6\u03b1\u03bb\u03ae \u03ba\u03b1\u03c4\u03b1\u03bd\u03ac\u03bb\u03c9\u03c3\u03b7 \u03c0\u03b1\u03b3\u03ba\u03bf\u03c3\u03bc\u03af\u03c9\u03c2 (16 \u03bb\u03af\u03c4\u03c1\u03b1 \u03c4\u03bf \u03c7\u03c1\u03cc\u03bd\u03bf), \u03b5\u03be\u03ac\u03b3\u03b5\u03b9 \u03c4\u03bf \u03ad\u03bd\u03b1 \u03c4\u03c1\u03af\u03c4\u03bf (\u03c0\u03b5\u03c1\u03af\u03c0\u03bf\u03c5 135.000 \u03c4\u03cc\u03bd\u03bf\u03b9) \u03c4\u03b7\u03c2 \u03b5\u03c4\u03ae\u03c3\u03b9\u03b1\u03c2 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2 \u03c4\u03b7\u03c2. \u0391\u03c0\u03cc \u03c4\u03bf \u03c3\u03cd\u03bd\u03bf\u03bb\u03bf \u03c4\u03bf 90% \u03b5\u03be\u03ac\u03b3\u03b5\u03c4\u03b1\u03b9 \u03c3\u03c4\u03b7\u03bd \u0395\u03c5\u03c1\u03c9\u03c0\u03b1\u03ca\u03ba\u03ae \u0388\u03bd\u03c9\u03c3\u03b7, \u03b5\u03ba \u03c4\u03bf\u03c5 \u03bf\u03c0\u03bf\u03af\u03bf\u03c5 \u03c4\u03bf 80% \u03b5\u03af\u03bd\u03b1\u03b9 \u03c7\u03cd\u03bc\u03b1 \u03ba\u03b1\u03b9 \u03bc\u03cc\u03bb\u03b9\u03c2 \u03ad\u03bd\u03b1 10% \u03ad\u03c7\u03b5\u03b9 \u03b5\u03bb\u03bb\u03b7\u03bd\u03b9\u03ba\u03ac brands, \u03b5\u03bd\u03ce \u03b1\u03c5\u03be\u03ac\u03bd\u03b5\u03b9 \u03ba\u03b1\u03b9 \u03c4\u03b9\u03c2 \u03b5\u03be\u03b1\u03b3\u03c9\u03b3\u03ad\u03c2 \u03c4\u03b7\u03c2 \u03c3\u03b5 \u03c7\u03ce\u03c1\u03b5\u03c2 \u03cc\u03c0\u03c9\u03c2 \u03bf \u039a\u03b1\u03bd\u03b1\u03b4\u03ac\u03c2, \u03bf\u03b9 \u0397\u03a0\u0391, \u03b7 \u0399\u03b1\u03c0\u03c9\u03bd\u03af\u03b1 \u03ba\u03b1\u03b9 \u03b7 \u0391\u03c5\u03c3\u03c4\u03c1\u03b1\u03bb\u03af\u03b1. \u0397 \u03c3\u03b7\u03bc\u03b1\u03c3\u03af\u03b1 \u03c4\u03b7\u03c2 \u03b5\u03bb\u03bb\u03b7\u03bd\u03b9\u03ba\u03ae\u03c2 \u03b5\u03bb\u03b1\u03b9\u03bf\u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2 \u03b5\u03c0\u03bf\u03bc\u03ad\u03bd\u03c9\u03c2 \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03b1\u03bc\u03b5\u03bb\u03b7\u03c4\u03ad\u03b1. \u0397 \u03b1\u03ba\u03b1\u03b8\u03ac\u03c1\u03b9\u03c3\u03c4\u03b7 \u03b1\u03be\u03af\u03b1 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 1,1\u03b4\u03b9\u03c2 \u03b5\u03c5\u03c1\u03ce, \u03bf\u03b9 \u03b5\u03c0\u03b9\u03b4\u03bf\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2 \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u0395.\u0395. \u03b5\u03af\u03bd\u03b1\u03b9 500\u03b5\u03ba\u03b1\u03c4. \u03b5\u03c5\u03c1\u03ce \u03ba\u03b1\u03b9 \u03b7 \u03b1\u03be\u03af\u03b1 \u03c4\u03c9\u03bd \u03b5\u03be\u03b1\u03b3\u03c9\u03b3\u03ce\u03bd \u03b1\u03bd\u03ad\u03c1\u03c7\u03b5\u03c4\u03b1\u03b9 \u03c3\u03c4\u03b1 300\u03b5\u03ba\u03b1\u03c4. \u0395\u03c5\u03c1\u03ce, \u03b5\u03bd\u03ce \u03b8\u03b1 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03c3\u03b5 \u03bd\u03b1 \u03b4\u03b9\u03c0\u03bb\u03b1\u03c3\u03b9\u03ac\u03c3\u03b5\u03b9 \u03b1\u03c5\u03c4\u03cc \u03c4\u03bf \u03c0\u03bf\u03c3\u03cc \u03b1\u03bd \u03cc\u03bb\u03b7 \u03b7 \u03b5\u03be\u03b1\u03b3\u03c9\u03b3\u03ae \u03ae\u03c4\u03b1\u03bd \u03bc\u03b5 \u03b5\u03bb\u03bb\u03b7\u03bd\u03b9\u03ba\u03cc brand \u03ba\u03b1\u03b9 \u03c4\u03c5\u03c0\u03bf\u03c0\u03bf\u03b9\u03b7\u03bc\u03ad\u03bd\u03b7 (\u03a3\u03ad\u03bc\u03bf\u03c2, 2010, \u03c3.82).<\/p>\n
\u0395\u03af\u03bd\u03b1\u03b9, \u03bb\u03bf\u03b9\u03c0\u03cc\u03bd, \u03c3\u03b1\u03c6\u03ad\u03c2 \u03c4\u03bf \u03b3\u03b5\u03b3\u03bf\u03bd\u03cc\u03c2 \u03cc\u03c4\u03b9 \u03c0\u03b1\u03c1\u03cc\u03bb\u03bf \u03c0\u03bf\u03c5 \u03b7 \u03c7\u03ce\u03c1\u03b1 \u03c0\u03b1\u03c1\u03ac\u03b3\u03b5\u03b9 \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf \u03b5\u03be\u03b1\u03b9\u03c1\u03b5\u03c4\u03b9\u03ba\u03ae\u03c2 \u03c0\u03bf\u03b9\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2 \u03c3\u03c5\u03b3\u03ba\u03c1\u03b9\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5 \u03c4\u03bf\u03c5\u03c2 \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03c4\u03ad\u03c2, \u03ad\u03c7\u03b5\u03b9 \u03c0\u03b9\u03bf \u03c0\u03b5\u03c1\u03b9\u03bf\u03c1\u03b9\u03c3\u03bc\u03ad\u03bd\u03b5\u03c2 \u03b1\u03bd\u03b1\u03c0\u03c4\u03c5\u03be\u03b9\u03b1\u03ba\u03ad\u03c2 \u03b4\u03c5\u03bd\u03b1\u03c4\u03cc\u03c4\u03b7\u03c4\u03b5\u03c2, \u03bb\u03cc\u03b3\u03c9 \u03c4\u03c9\u03bd \u03bc\u03b9\u03ba\u03c1\u03ce\u03bd \u03ba\u03b1\u03b9 \u03b4\u03b9\u03ac\u03c3\u03c0\u03b1\u03c1\u03c4\u03c9\u03bd \u03bc\u03bf\u03bd\u03ac\u03b4\u03c9\u03bd \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2 \u03c0\u03bf\u03c5 \u03b1\u03c5\u03be\u03ac\u03bd\u03bf\u03c5\u03bd \u03c4\u03bf \u03b1\u03bd\u03c4\u03af\u03c3\u03c4\u03bf\u03b9\u03c7\u03bf \u03ba\u03cc\u03c3\u03c4\u03bf\u03c2, \u03c4\u03b7\u03c2 \u03bb\u03b9\u03b3\u03cc\u03c4\u03b5\u03c1\u03bf \u03c0\u03c1\u03bf\u03b7\u03b3\u03bc\u03ad\u03bd\u03b7\u03c2 \u03c4\u03b5\u03c7\u03bd\u03bf\u03bb\u03bf\u03b3\u03af\u03b1\u03c2 \u03c0\u03bf\u03c5 \u03c7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03b5\u03af\u03c4\u03b1\u03b9 \u03c3\u03c4\u03bf \u03c3\u03c4\u03ac\u03b4\u03b9\u03bf \u03c4\u03b7\u03c2 \u03b5\u03c0\u03b5\u03be\u03b5\u03c1\u03b3\u03b1\u03c3\u03af\u03b1\u03c2, \u03ba\u03b1\u03b8\u03ce\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03bf\u03c5 \u03bc\u03b9\u03ba\u03c1\u03bf\u03cd \u03bc\u03b5\u03c1\u03b9\u03b4\u03af\u03bf\u03c5 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2 \u03c4\u03c9\u03bd \u03b5\u03c0\u03ce\u03bd\u03c5\u03bc\u03c9\u03bd \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd \u03c0\u03bf\u03c5 \u03b4\u03b9\u03b1\u03bd\u03ad\u03bc\u03bf\u03bd\u03c4\u03b1\u03b9 \u03c4\u03cc\u03c3\u03bf \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03b5\u03b3\u03c7\u03ce\u03c1\u03b9\u03b1 \u03ba\u03b1\u03c4\u03b1\u03bd\u03ac\u03bb\u03c9\u03c3\u03b7 \u03cc\u03c3\u03bf \u03ba\u03b1\u03b9 \u03bc\u03ad\u03c3\u03c9 \u03b5\u03be\u03b1\u03b3\u03c9\u03b3\u03ce\u03bd, \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c3\u03c5\u03bd\u03bf\u03bb\u03b9\u03ba\u03ac \u03c4\u03b7\u03bd \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c4\u03b7\u03c2 \u03c7\u03ce\u03c1\u03b1\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b7 \u03b4\u03b9\u03b1\u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b5\u03c5\u03c4\u03b9\u03ba\u03ae \u03b9\u03c3\u03c7\u03cd \u03c4\u03c9\u03bd \u03bc\u03b5\u03c4\u03b1\u03c0\u03bf\u03b9\u03b7\u03c4\u03b9\u03ba\u03ce\u03bd \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03c9\u03bd. \u03a9\u03c2 \u03b5\u03ba \u03c4\u03bf\u03cd\u03c4\u03bf\u03c5, \u03c4\u03bf branding \u03c4\u03bf\u03c5 \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03af \u03ad\u03bd\u03b1 \u03b6\u03ae\u03c4\u03b7\u03bc\u03b1 \u03ba\u03c5\u03c1\u03af\u03b1\u03c1\u03c7\u03b7\u03c2 \u03c3\u03b7\u03bc\u03b1\u03c3\u03af\u03b1\u03c2 \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03b5\u03bd\u03af\u03c3\u03c7\u03c5\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2 \u03c4\u03b7\u03c2 \u03c7\u03ce\u03c1\u03b1\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03b1\u03cd\u03be\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03c3\u03c5\u03bd\u03b5\u03b9\u03c3\u03c6\u03bf\u03c1\u03ac\u03c2 \u03c4\u03bf\u03c5 \u03b5\u03bd \u03bb\u03cc\u03b3\u03c9 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03bf\u03c2 \u03c3\u03c4\u03b7\u03bd \u03c0\u03b5\u03c1\u03b1\u03b9\u03c4\u03ad\u03c1\u03c9 \u03b1\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7 \u03ba\u03b1\u03b9 \u03b2\u03b9\u03c9\u03c3\u03b9\u03bc\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c4\u03bf\u03c5 \u03b1\u03b3\u03c1\u03bf\u03b4\u03b9\u03b1\u03c4\u03c1\u03bf\u03c6\u03b9\u03ba\u03bf\u03cd \u03c4\u03bf\u03bc\u03ad\u03b1.<\/p>\n
\u03a4\u03bf branding, \u03c4\u03bf \u03bf\u03c0\u03bf\u03af\u03bf \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03af \u03bc\u03ad\u03c7\u03c1\u03b9 \u03ba\u03b1\u03b9 \u03c3\u03ae\u03bc\u03b5\u03c1\u03b1 \u03bc\u03b9\u03b1 \u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ac \u03c0\u03b1\u03c1\u03b5\u03be\u03b7\u03b3\u03b7\u03bc\u03ad\u03bd\u03b7 \u03ad\u03bd\u03bd\u03bf\u03b9\u03b1, \u03b5\u03af\u03bd\u03b1\u03b9 \u03bc\u03b9\u03b1 \u03bf\u03bb\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ae \u03c0\u03c1\u03bf\u03c3\u03ad\u03b3\u03b3\u03b9\u03c3\u03b7 \u03c0\u03bf\u03c5 \u03c3\u03c4\u03b7\u03c1\u03af\u03b6\u03b5\u03c4\u03b1\u03b9 \u03c3\u03c4\u03b7\u03bd \u03b5\u03c0\u03b9\u03c3\u03c4\u03ae\u03bc\u03b7 \u03c4\u03b7\u03c2 \u03c8\u03c5\u03c7\u03bf\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03bf\u03bb\u03bf\u03b3\u03af\u03b1\u03c2, \u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c5\u03c0\u03cc\u03c8\u03b7 \u03c4\u03bf\u03c5\u03c2 \u03c3\u03c5\u03bd\u03b1\u03b9\u03c3\u03b8\u03b7\u03bc\u03b1\u03c4\u03b9\u03ba\u03bf\u03cd\u03c2 \u03b4\u03b5\u03c3\u03bc\u03bf\u03cd\u03c2 \u03c0\u03bf\u03c5 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03bd \u03bd\u03b1 \u03b1\u03bd\u03b1\u03c0\u03c4\u03c5\u03c7\u03b8\u03bf\u03cd\u03bd \u03bc\u03b5\u03c4\u03b1\u03be\u03cd \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ce\u03bd \u03ba\u03b1\u03b9 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd\/\u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03b9\u03ce\u03bd\/\u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03c9\u03bd, \u03ba\u03b1\u03b8\u03ce\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03bf\u03bd \u03c4\u03c1\u03cc\u03c0\u03bf \u03bc\u03b5 \u03c4\u03bf\u03bd \u03bf\u03c0\u03bf\u03af\u03bf \u03b7 \u03bc\u03bd\u03ae\u03bc\u03b7 \u03c4\u03bf\u03c5 \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03bf\u03c5 \u03b5\u03c0\u03b5\u03be\u03b5\u03c1\u03b3\u03ac\u03b6\u03b5\u03c4\u03b1\u03b9, \u03b8\u03c5\u03bc\u03ac\u03c4\u03b1\u03b9, \u03b1\u03bd\u03b1\u03ba\u03c4\u03ac \u03ba\u03b1\u03b9 \u03b4\u03b9\u03b1\u03c7\u03b5\u03b9\u03c1\u03af\u03b6\u03b5\u03c4\u03b1\u03b9 \u03c0\u03bb\u03b7\u03c1\u03bf\u03c6\u03bf\u03c1\u03af\u03b5\u03c2 (Lect, 2012). \u039f\u03c5\u03c3\u03b9\u03b1\u03c3\u03c4\u03b9\u03ba\u03ac, \u03b5\u03af\u03bd\u03b1\u03b9 \u03bc\u03b9\u03b1 \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ae \u03bd\u03bf\u03b7\u03bc\u03b1\u03c4\u03bf\u03b4\u03cc\u03c4\u03b7\u03c3\u03b7\u03c2 \u03c4\u03c9\u03bd \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd\/\u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03b9\u03ce\u03bd \u03bc\u03ad\u03c3\u03c9 \u03c4\u03b7\u03c2 \u03b4\u03b9\u03b1\u03bc\u03cc\u03c1\u03c6\u03c9\u03c3\u03b7\u03c2 \u03c4\u03b7\u03c2 \u03b1\u03c1\u03c7\u03b9\u03c4\u03b5\u03ba\u03c4\u03bf\u03bd\u03b9\u03ba\u03ae\u03c2 \u03c4\u03bf\u03c5 brand \u03c3\u03c4\u03b9\u03c2 \u03b1\u03bd\u03c4\u03b9\u03bb\u03ae\u03c8\u03b5\u03b9\u03c2 \u03c4\u03c9\u03bd \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ce\u03bd, \u03b1\u03c0\u03bf\u03c3\u03ba\u03bf\u03c0\u03ce\u03bd\u03c4\u03b1\u03c2 \u03c3\u03c4\u03b7\u03bd \u03c0\u03c1\u03bf\u03c3\u03ad\u03bb\u03ba\u03c5\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03b4\u03b9\u03b1\u03c4\u03ae\u03c1\u03b7\u03c3\u03b7 \u03ba\u03b1\u03c4\u03ac \u03c4\u03bf \u03bc\u03ad\u03b3\u03b9\u03c3\u03c4\u03bf \u03b4\u03c5\u03bd\u03b1\u03c4\u03cc\u03bd \u03c0\u03b9\u03c3\u03c4\u03ce\u03bd \u03c0\u03b5\u03bb\u03b1\u03c4\u03ce\u03bd \u03bc\u03ad\u03c3\u03c9 \u03c4\u03b7\u03c2 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7\u03c2 \u03b1\u03c0\u03cc \u03c4\u03bf\u03bd \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03bc\u03cc (Kotler & Keller, 2012). \u0395\u03b9\u03b4\u03b9\u03ba\u03cc\u03c4\u03b5\u03c1\u03b1 \u03c3\u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03ac \u03c4\u03bf\u03c5 \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5, \u03c4\u03bf branding \u03c3\u03c5\u03bd\u03b9\u03c3\u03c4\u03ac \u03bc\u03b9\u03b1 \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ae \u03c0\u03c1\u03bf\u03c3\u03ad\u03b3\u03b3\u03b9\u03c3\u03b7 \u03bf\u03b9\u03ba\u03bf\u03b4\u03cc\u03bc\u03b7\u03c3\u03b7\u03c2 \u03c4\u03b7\u03c2 \u03c0\u03c1\u03bf\u03b2\u03bf\u03bb\u03ae\u03c2 \u03c4\u03c9\u03bd \u03b1\u03bd\u03c4\u03af\u03c3\u03c4\u03bf\u03b9\u03c7\u03c9\u03bd \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd \u03c3\u03c4\u03b7 \u03b2\u03ac\u03c3\u03b7 \u03c4\u03c9\u03bd \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03cc\u03c4\u03b5\u03c1\u03c9\u03bd \u03c0\u03b1\u03c1\u03b1\u03b3\u03cc\u03bd\u03c4\u03c9\u03bd \u03c0\u03bf\u03c5 \u03b5\u03c0\u03b9\u03b4\u03c1\u03bf\u03cd\u03bd \u03c3\u03c4\u03b7\u03bd \u03b5\u03b9\u03ba\u03cc\u03bd\u03b1 \u03c4\u03bf\u03c5\u03c2.<\/p>\n
\u039f\u03b9 \u03b4\u03b9\u03b1\u03b8\u03ad\u03c3\u03b9\u03bc\u03b5\u03c2 \u03b5\u03c1\u03b5\u03c5\u03bd\u03b7\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03bd\u03b4\u03b5\u03af\u03be\u03b5\u03b9\u03c2 \u03ba\u03b1\u03c4\u03b1\u03b4\u03b5\u03b9\u03ba\u03bd\u03cd\u03bf\u03c5\u03bd \u03cc\u03c4\u03b9 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ac \u03c3\u03c4\u03bf\u03b9\u03c7\u03b5\u03af\u03b1 \u03c0\u03bf\u03c5 \u03b4\u03b9\u03b1\u03bc\u03bf\u03c1\u03c6\u03ce\u03bd\u03bf\u03c5\u03bd \u03c4\u03bf brand \u03c4\u03c9\u03bd \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5 \u03c0\u03b5\u03c1\u03b9\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03bf\u03c5\u03bd \u03c4\u03b9\u03c2 \u03c3\u03b7\u03bc\u03ac\u03bd\u03c3\u03b5\u03b9\u03c2 \u03b3\u03b5\u03c9\u03b3\u03c1\u03b1\u03c6\u03b9\u03ba\u03ae\u03c2 \u03ad\u03bd\u03b4\u03b5\u03b9\u03be\u03b7\u03c2 (Garcia et al, 2002; Kavallari et al, 2009; Yangui et al, 2014), \u03c4\u03b7\u03bd \u03c4\u03b9\u03bc\u03ae (McEwan, 1994; French, 2003; Mtimet et al, 2011), \u03c4\u03b7 \u03bc\u03ac\u03c1\u03ba\u03b1-brand (Baourakis & Baltas, 2003; Dekhili & d\u2019Hauteville, 2009; Jim\u00e9nez-Guerrero et al, 2012), \u03c4\u03b1 \u03b1\u03bd\u03c4\u03b9\u03bb\u03b7\u03c0\u03c4\u03ac \u03c0\u03bf\u03b9\u03bf\u03c4\u03b9\u03ba\u03ac \u03c7\u03b1\u03c1\u03b1\u03ba\u03c4\u03b7\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac (Van der Lans et al, 2001; Krystallis & Ness, 2005; Del Giudice et al, 2015) \u03ba\u03b1\u03b9 \u03c4\u03b7 \u03c3\u03c5\u03c3\u03ba\u03b5\u03c5\u03b1\u03c3\u03af\u03b1 (Delgado & Guinard, 2011; Delgado et al, 2013; Cicerale et al, 2016;\u00a0Roselli<\/span>\u00a0et<\/span>\u00a0al<\/span>, 2018). \u03a3\u03b5 \u03c0\u03b1\u03b3\u03ba\u03cc\u03c3\u03bc\u03b9\u03bf \u03b5\u03c0\u03af\u03c0\u03b5\u03b4\u03bf, \u03ad\u03c7\u03b5\u03b9 \u03b4\u03b9\u03b1\u03c0\u03b9\u03c3\u03c4\u03c9\u03b8\u03b5\u03af \u03cc\u03c4\u03b9 \u03b7 \u03b1\u03c5\u03be\u03b7\u03bc\u03ad\u03bd\u03b7 \u03c3\u03c5\u03bd\u03b5\u03b9\u03b4\u03b7\u03c4\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03c4\u03c9\u03bd \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ce\u03bd \u03b3\u03b9\u03b1 \u03c4\u03b9\u03c2 \u03b8\u03b5\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c0\u03b9\u03c0\u03c4\u03ce\u03c3\u03b5\u03b9\u03c2 \u03c4\u03b7\u03c2 \u03ba\u03b1\u03c4\u03b1\u03bd\u03ac\u03bb\u03c9\u03c3\u03b7\u03c2 \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5 \u03c3\u03c4\u03b7\u03bd \u03c5\u03b3\u03b5\u03af\u03b1 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03af \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03cc \u03c0\u03c1\u03bf\u03c3\u03b4\u03b9\u03bf\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b1 \u03c4\u03b7\u03c2 \u03b1\u03bd\u03c4\u03af\u03c3\u03c4\u03bf\u03b9\u03c7\u03b7\u03c2 \u03b1\u03b3\u03bf\u03c1\u03b1\u03c3\u03c4\u03b9\u03ba\u03ae\u03c2 \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac\u03c2 (Santosa & Guinard, 2011; Santosa et al, 2013). \u03a0\u03b1\u03c1\u03ac\u03bb\u03bb\u03b7\u03bb\u03b1, \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03ad\u03c2 \u03c3\u03c4\u03b7 \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac \u03c4\u03bf\u03c5 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ae \u03c0\u03b1\u03c1\u03b1\u03c4\u03b7\u03c1\u03bf\u03cd\u03bd\u03c4\u03b1\u03b9 \u03bc\u03b5\u03c4\u03b1\u03be\u03cd \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03b9\u03ba\u03ce\u03bd \u03ba\u03b1\u03b9 \u03bc\u03b7 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03b9\u03ba\u03ce\u03bd \u03c7\u03c9\u03c1\u03ce\u03bd, \u03ba\u03b1\u03b8\u03ce\u03c2 \u03c3\u03c4\u03b9\u03c2 \u03c0\u03c1\u03ce\u03c4\u03b5\u03c2 (\u0399\u03c3\u03c0\u03b1\u03bd\u03af\u03b1, \u0399\u03c4\u03b1\u03bb\u03af\u03b1, \u0395\u03bb\u03bb\u03ac\u03b4\u03b1), \u03c4\u03bf \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf \u03b3\u03af\u03bd\u03b5\u03c4\u03b1\u03b9 \u03b1\u03bd\u03c4\u03b9\u03bb\u03b7\u03c0\u03c4\u03cc \u03c9\u03c2 \u03ad\u03bd\u03b1 \u03c0\u03b1\u03c1\u03b1\u03b4\u03bf\u03c3\u03b9\u03b1\u03ba\u03cc \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd \u03b4\u03b9\u03b1\u03c4\u03c1\u03bf\u03c6\u03ae\u03c2 \u03ba\u03b1\u03b9, \u03ac\u03c1\u03b1, \u03c9\u03c2 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03cc\u03c4\u03b5\u03c1\u03bf\u03b9 \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b5\u03c2 \u03c0\u03b1\u03c1\u03b1\u03ba\u03af\u03bd\u03b7\u03c3\u03b7\u03c2 \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03ac \u03c4\u03bf\u03c5 \u03b1\u03bd\u03b1\u03b4\u03b5\u03b9\u03ba\u03bd\u03cd\u03bf\u03bd\u03c4\u03b1\u03b9 \u03bf\u03b9 \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03ad\u03c2 \u03b1\u03be\u03af\u03b5\u03c2, \u03bf\u03b9 \u03c0\u03bf\u03bb\u03b9\u03c4\u03b9\u03c3\u03bc\u03b9\u03ba\u03ad\u03c2 \u03c0\u03b5\u03c0\u03bf\u03b9\u03b8\u03ae\u03c3\u03b5\u03b9\u03c2 \u03ba\u03b1\u03b9 \u03bf \u03c4\u03c1\u03cc\u03c0\u03bf\u03c2 \u03b6\u03c9\u03ae\u03c2 (Vanhonacker et al, 2010).<\/p>\n \u03a4\u03bf\u00a0branding<\/span>\u00a0\u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03af \u03bc\u03b9\u03b1 \u03b9\u03b4\u03b9\u03b1\u03af\u03c4\u03b5\u03c1\u03b1 \u03b1\u03c0\u03b1\u03b9\u03c4\u03b7\u03c4\u03b9\u03ba\u03ae \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03b1\u03c3\u03af\u03b1 \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ae\u03c2 \u03c6\u03cd\u03c3\u03b7\u03c2, \u03b7 \u03bf\u03c0\u03bf\u03af\u03b1 \u03b1\u03c0\u03b1\u03b9\u03c4\u03b5\u03af \u03c3\u03c5\u03c3\u03c4\u03b7\u03bc\u03b1\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c0\u03c1\u03bf\u03c3\u03c0\u03ac\u03b8\u03b5\u03b9\u03b5\u03c2 \u03ba\u03b1\u03b9 \u03c0\u03c1\u03c9\u03c4\u03bf\u03b2\u03bf\u03c5\u03bb\u03af\u03b5\u03c2 \u03b3\u03b9\u03b1 \u03c4\u03b7 \u03b4\u03b9\u03b1\u03bc\u03cc\u03c1\u03c6\u03c9\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c4\u03b5\u03c1\u03b7\u03c2 \u03b1\u03c1\u03c7\u03b9\u03c4\u03b5\u03ba\u03c4\u03bf\u03bd\u03b9\u03ba\u03ae\u03c2 \u03c4\u03bf\u03c5\u00a0brand<\/span>\u00a0\u03c3\u03cd\u03bc\u03c6\u03c9\u03bd\u03b1 \u03bc\u03b5 \u03c4\u03b9\u03c2 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b1\u03bd\u03ac\u03b3\u03ba\u03b5\u03c2, \u03c0\u03c1\u03bf\u03c3\u03b4\u03bf\u03ba\u03af\u03b5\u03c2 \u03ba\u03b1\u03b9 \u03c0\u03c1\u03bf\u03c4\u03b9\u03bc\u03ae\u03c3\u03b5\u03b9\u03c2. \u03a3\u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03ac \u03c4\u03bf\u03c5 \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5, \u03c4\u03bf\u00a0branding<\/span>\u00a0\u03c3\u03c5\u03bd\u03b9\u03c3\u03c4\u03ac \u03b1\u03ba\u03cc\u03bc\u03b7 \u03ba\u03b1\u03b9 \u03c3\u03ae\u03bc\u03b5\u03c1\u03b1 \u03ad\u03bd\u03b1 \u03c0\u03b5\u03b4\u03af\u03bf \u03c0\u03bf\u03c5 \u03c7\u03c1\u03ae\u03b6\u03b5\u03b9 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ce\u03bd \u03b2\u03b5\u03bb\u03c4\u03b9\u03ce\u03c3\u03b5\u03c9\u03bd, \u03b1\u03bd \u03ba\u03b1\u03b9 \u03c3\u03c4\u03b9\u03c2 \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b5\u03c2 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03b9\u03ba\u03ad\u03c2 \u03ba\u03b1\u03b9 \u03b5\u03be\u03b1\u03b3\u03c9\u03b3\u03b9\u03ba\u03ad\u03c2 \u03c7\u03ce\u03c1\u03b5\u03c2, \u03cc\u03c0\u03c9\u03c2 \u03b7 \u0399\u03c4\u03b1\u03bb\u03af\u03b1 \u03ba\u03b1\u03b9 \u0399\u03c3\u03c0\u03b1\u03bd\u03af\u03b1, \u03c0\u03b1\u03c1\u03b1\u03c4\u03b7\u03c1\u03bf\u03cd\u03bd\u03c4\u03b1\u03b9 \u03ba\u03b1\u03c4\u03ac \u03c4\u03b1 \u03c4\u03b5\u03bb\u03b5\u03c5\u03c4\u03b1\u03af\u03b1 \u03c7\u03c1\u03cc\u03bd\u03b9\u03b1 \u03b1\u03be\u03b9\u03cc\u03bb\u03bf\u03b3\u03b5\u03c2 \u03c0\u03c1\u03bf\u03c3\u03c0\u03ac\u03b8\u03b5\u03b9\u03b5\u03c2 \u03b3\u03b9\u03b1 \u03c4\u03b7 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03af\u03b1\u00a0brands<\/span>\u00a0\u03c0\u03bf\u03c5 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03bf\u03c0\u03bf\u03b9\u03bf\u03cd\u03bd\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03c4\u03bf\u03bd \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03bc\u03cc. \u03a9\u03c3\u03c4\u03cc\u03c3\u03bf, \u03b7 \u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ae \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1 \u03c3\u03b5 \u03b1\u03c5\u03c4\u03cc \u03c4\u03bf \u03c0\u03b5\u03b4\u03af\u03bf \u03b5\u03af\u03bd\u03b1\u03b9 \u03b1\u03ba\u03cc\u03bc\u03b1 \u03c0\u03b5\u03c1\u03b9\u03bf\u03c1\u03b9\u03c3\u03bc\u03ad\u03bd\u03b7, \u03b1\u03bd \u03ba\u03b1\u03b9 \u03b1\u03c1\u03ba\u03b5\u03c4\u03ad\u03c2 \u03bc\u03b5\u03bb\u03ad\u03c4\u03b5\u03c2 \u03ad\u03c7\u03bf\u03c5\u03bd \u03b4\u03b9\u03b5\u03be\u03b1\u03c7\u03b8\u03b5\u03af \u03b3\u03b9\u03b1 \u03c4\u03b7 \u03b4\u03b9\u03b5\u03c1\u03b5\u03cd\u03bd\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03b9\u03ba\u03ae\u03c2 \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac\u03c2 \u03b1\u03c0\u03ad\u03bd\u03b1\u03bd\u03c4\u03b9 \u03c3\u03b5 \u03b1\u03c5\u03c4\u03cc \u03c4\u03bf \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd.<\/p>\n <\/a>1.2 \u03a0\u03a1\u039f\u03aa\u039f\u039d\u03a4\u0391 \u0395\u039b\u0391\u0399\u039f\u039b\u0391\u0394\u039f\u03a5<\/p>\n \u03a4\u03bf \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03af \u03b2\u03b1\u03c3\u03b9\u03ba\u03cc \u03c0\u03b1\u03c1\u03b1\u03b4\u03bf\u03c3\u03b9\u03b1\u03ba\u03cc \u03b1\u03b3\u03c1\u03bf\u03c4\u03b9\u03ba\u03cc \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd \u03c4\u03b7\u03c2 \u0395\u03bb\u03bb\u03ac\u03b4\u03b1\u03c2, \u03c3\u03c5\u03bc\u03b2\u03ac\u03bb\u03bb\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c3\u03c4\u03b7\u03bd \u03b5\u03bb\u03bb\u03b7\u03bd\u03b9\u03ba\u03ae \u03bf\u03b9\u03ba\u03bf\u03bd\u03bf\u03bc\u03af\u03b1 \u03ba\u03b1\u03b9 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03ce\u03bd\u03c4\u03b1\u03c2 \u03ad\u03bd\u03b1 \u03b4\u03c5\u03bd\u03b1\u03bc\u03b9\u03ba\u03cc \u03b5\u03bc\u03c0\u03bf\u03c1\u03b9\u03ba\u03cc \u03c4\u03bf\u03bc\u03ad\u03b1 \u03c0\u03bf\u03c5 \u03b1\u03c0\u03bf\u03b4\u03af\u03b4\u03b5\u03b9 \u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ac \u03c5\u03c8\u03b7\u03bb\u03ad\u03c2 \u03c4\u03b9\u03bc\u03ad\u03c2 \u03c3\u03c5\u03b3\u03ba\u03c1\u03b9\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5 \u03ac\u03bb\u03bb\u03b5\u03c2 \u03c6\u03c5\u03c4\u03b9\u03ba\u03ad\u03c2 \u03bb\u03b9\u03c0\u03b1\u03c1\u03ad\u03c2 \u03bf\u03c5\u03c3\u03af\u03b5\u03c2. \u039f \u03b4\u03b9\u03b1\u03c7\u03c9\u03c1\u03b9\u03c3\u03bc\u03cc\u03c2 \u03c4\u03c9\u03bd \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03b5\u03c4\u03b9\u03ba\u03ce\u03bd \u03c4\u03cd\u03c0\u03c9\u03bd \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5 \u03b2\u03ac\u03c3\u03b5\u03b9 \u03c4\u03c9\u03bd \u03c6\u03c5\u03c3\u03b9\u03ba\u03bf\u03c7\u03b7\u03bc\u03b9\u03ba\u03ce\u03bd \u03ba\u03b1\u03b9 \u03bf\u03c1\u03b3\u03b1\u03bd\u03bf\u03bb\u03b7\u03c0\u03c4\u03b9\u03ba\u03ce\u03bd \u03c4\u03bf\u03c5 \u03c7\u03b1\u03c1\u03b1\u03ba\u03c4\u03b7\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03ba\u03b1\u03b8\u03bf\u03c1\u03af\u03b6\u03b5\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03c4\u03bf\u03bd \u039a\u03b1\u03bd\u03bf\u03bd\u03b9\u03c3\u03bc\u03cc (\u0395\u039a) 1019\/2002 \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03b5\u03bc\u03c0\u03bf\u03c1\u03af\u03b1 \u03c4\u03bf\u03c5 \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5, \u03bf \u03bf\u03c0\u03bf\u03af\u03bf\u03c2 \u03b5\u03b9\u03c3\u03ae\u03b3\u03b1\u03b3\u03b5 \u03b5\u03b9\u03b4\u03b9\u03ba\u03ad\u03c2 \u03b1\u03c0\u03b1\u03b9\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2 \u03b5\u03c0\u03b9\u03c3\u03ae\u03bc\u03b1\u03bd\u03c3\u03b7\u03c2 \u03c0\u03bf\u03c5 \u03c3\u03c5\u03bc\u03c0\u03bb\u03b7\u03c1\u03ce\u03bd\u03bf\u03c5\u03bd \u03b1\u03c5\u03c4\u03ad\u03c2 \u03c0\u03bf\u03c5 \u03c0\u03c1\u03bf\u03b2\u03bb\u03ad\u03c0\u03bf\u03bd\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u039f\u03b4\u03b7\u03b3\u03af\u03b1 2000\/13\/\u0395\u039a, \u03ba\u03b1\u03b9 \u03b1\u03bd\u03c4\u03b9\u03ba\u03b1\u03c4\u03b1\u03c3\u03c4\u03ac\u03b8\u03b7\u03ba\u03b5 \u03b1\u03c0\u03cc \u03c4\u03bf\u03bd \u039a\u03b1\u03bd\u03bf\u03bd\u03b9\u03c3\u03bc\u03cc (\u0395\u0395) 29\/2012. \u0392\u03ac\u03c3\u03b5\u03b9 \u03b1\u03c5\u03c4\u03ce\u03bd \u03c4\u03c9\u03bd \u03c1\u03c5\u03b8\u03bc\u03af\u03c3\u03b5\u03c9\u03bd, \u03b7 \u03b4\u03b9\u03ac\u03ba\u03c1\u03b9\u03c3\u03b7 \u03c4\u03bf\u03c5 \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5 \u03ad\u03c7\u03b5\u03b9 \u03c9\u03c2 \u03b5\u03be\u03ae\u03c2:<\/p>\n \u03a3\u03c4\u03b9\u03c2 \u03c3\u03c5\u03c3\u03ba\u03b5\u03c5\u03b1\u03c3\u03af\u03b5\u03c2 \u03c4\u03c9\u03bd \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03c9\u03bd \u03c0\u03bf\u03c5 \u03b4\u03b9\u03b1\u03ba\u03b9\u03bd\u03bf\u03cd\u03bd\u03c4\u03b1\u03b9 \u03c3\u03c4\u03bf \u03bb\u03b9\u03b1\u03bd\u03b9\u03ba\u03cc \u03b5\u03bc\u03c0\u03cc\u03c1\u03b9\u03bf \u03b1\u03bd\u03b1\u03b3\u03c1\u03ac\u03c6\u03bf\u03bd\u03c4\u03b1\u03b9 \u03c5\u03c0\u03bf\u03c7\u03c1\u03b5\u03c9\u03c4\u03b9\u03ba\u03ac \u03bf\u03b9 \u03b5\u03be\u03ae\u03c2 \u03b5\u03bd\u03b4\u03b5\u03af\u03be\u03b5\u03b9\u03c2: (1) \u03bf\u03bd\u03bf\u03bc\u03b1\u03c3\u03af\u03b1 \u03c0\u03ce\u03bb\u03b7\u03c3\u03b7\u03c2 \u03c4\u03bf\u03c5 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03bf\u03c2, (2) \u03ba\u03b1\u03c4\u03b7\u03b3\u03bf\u03c1\u03af\u03b1 \u03c4\u03bf\u03c5 \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5, (3) \u03c0\u03c1\u03bf\u03c3\u03b4\u03b9\u03bf\u03c1\u03b9\u03c3\u03bc\u03cc\u03c2 \u03ba\u03b1\u03c4\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2, (4) \u03ba\u03b1\u03b8\u03b1\u03c1\u03ae \u03c0\u03bf\u03c3\u03cc\u03c4\u03b7\u03c4\u03b1 \u03b5\u03ba\u03c6\u03c1\u03b1\u03c3\u03bc\u03ad\u03bd\u03b7 \u03c3\u03b5 \u03bc\u03bf\u03bd\u03ac\u03b4\u03b5\u03c2 \u03cc\u03b3\u03ba\u03bf\u03c5, (5) \u03cc\u03bd\u03bf\u03bc\u03b1 \u03ae \u03b5\u03bc\u03c0\u03bf\u03c1\u03b9\u03ba\u03ae \u03b5\u03c0\u03c9\u03bd\u03c5\u03bc\u03af\u03b1 \u03c4\u03bf\u03c5 \u03c0\u03b1\u03c1\u03b1\u03c3\u03ba\u03b5\u03c5\u03b1\u03c3\u03c4\u03ae, \u03c3\u03c5\u03c3\u03ba\u03b5\u03c5\u03b1\u03c3\u03c4\u03ae \u03ae \u03c0\u03c9\u03bb\u03b7\u03c4\u03ae \u03b5\u03b3\u03ba\u03b1\u03c4\u03b5\u03c3\u03c4\u03b7\u03bc\u03ad\u03bd\u03bf\u03c5 \u03c3\u03c4\u03bf \u03b5\u03c3\u03c9\u03c4\u03b5\u03c1\u03b9\u03ba\u03cc \u03c4\u03b7\u03c2 \u0395\u0395, (6) \u03b7\u03bc\u03b5\u03c1\u03bf\u03bc\u03b7\u03bd\u03af\u03b1 \u03b5\u03bb\u03ac\u03c7\u03b9\u03c3\u03c4\u03b7\u03c2 \u03b4\u03b9\u03b1\u03c4\u03b7\u03c1\u03b7\u03c3\u03b9\u03bc\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2, (7) \u03b1\u03c1\u03b9\u03b8\u03bc\u03cc\u03c2 \u03c0\u03b1\u03c1\u03c4\u03af\u03b4\u03b1\u03c2, (8) 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\u03ba\u03b1\u03b9 \u03c0\u03b5\u03c1\u03b9\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03bf\u03c5\u03bd \u03c4\u03b9\u03c2 \u03a0\u039f\u03a0, \u03a0\u0393\u0395 \u03ba\u03b1\u03b9 \u03a0\u03c1\u03bf\u03ca\u03cc\u03bd \u0392\u03b9\u03bf\u03bb\u03bf\u03b3\u03b9\u03ba\u03ae\u03c2 \u0393\u03b5\u03c9\u03c1\u03b3\u03af\u03b1\u03c2.<\/p>\n \u0397 \u03b1\u03bd\u03b1\u03b3\u03bd\u03ce\u03c1\u03b9\u03c3\u03b7 \u03c4\u03c9\u03bd \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5 \u03bc\u03b5 \u03c4\u03b9\u03c2 \u03c0\u03c1\u03bf\u03b1\u03bd\u03b1\u03c6\u03b5\u03c1\u03b8\u03b5\u03af\u03c3\u03b5\u03c2 \u03c3\u03b7\u03bc\u03ac\u03bd\u03c3\u03b5\u03b9\u03c2 \u03b4\u03af\u03bd\u03b5\u03b9 \u03c4\u03b7 \u03b4\u03c5\u03bd\u03b1\u03c4\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c3\u03c4\u03bf\u03c5\u03c2 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03bf\u03cd\u03c2 \u03bd\u03b1 \u03c0\u03c1\u03bf\u03c9\u03b8\u03ae\u03c3\u03bf\u03c5\u03bd 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\u03c4\u03bf\u03c5 \u03bf\u03c0\u03bf\u03af\u03bf\u03c5 \u03bc\u03b9\u03b1 \u03c3\u03c5\u03b3\u03ba\u03b5\u03ba\u03c1\u03b9\u03bc\u03ad\u03bd\u03b7 \u03c0\u03bf\u03b9\u03cc\u03c4\u03b7\u03c4\u03b1 \u03ae \u03c6\u03ae\u03bc\u03b7 \u03ae \u03ac\u03bb\u03bb\u03bf \u03c7\u03b1\u03c1\u03b1\u03ba\u03c4\u03b7\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03bd \u03bd\u03b1 \u03b1\u03c0\u03bf\u03b4\u03bf\u03b8\u03bf\u03cd\u03bd \u03c3\u03c4\u03b7 \u03b3\u03b5\u03c9\u03b3\u03c1\u03b1\u03c6\u03b9\u03ba\u03ae \u03c4\u03bf\u03c5 \u03c0\u03c1\u03bf\u03ad\u03bb\u03b5\u03c5\u03c3\u03b7, \u03ba\u03b1\u03b9 (3) \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf \u03a0\u03c1\u03bf\u03ca\u03cc\u03bd \u039f\u03c1\u03b3\u03b1\u03bd\u03b9\u03ba\u03ae\u03c2 \u039a\u03b1\u03bb\u03bb\u03b9\u03ad\u03c1\u03b3\u03b5\u03b9\u03b1\u03c2, \u03c4\u03bf \u03bf\u03c0\u03bf\u03af\u03bf \u03c0\u03c1\u03bf\u03ad\u03c1\u03c7\u03b5\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03b5\u03bb\u03b1\u03b9\u03ce\u03bd\u03b5\u03c2 \u03c3\u03c4\u03bf\u03c5\u03c2 \u03bf\u03c0\u03bf\u03af\u03bf\u03c5\u03c2 \u03b5\u03c6\u03b1\u03c1\u03bc\u03cc\u03b6\u03bf\u03bd\u03c4\u03b1\u03b9 \u03bf\u03b9 \u03ba\u03b1\u03bd\u03cc\u03bd\u03b5\u03c2 \u03c4\u03b7\u03c2 \u03b2\u03b9\u03bf\u03bb\u03bf\u03b3\u03b9\u03ba\u03ae\u03c2 \u03ba\u03b1\u03bb\u03bb\u03b9\u03ad\u03c1\u03b3\u03b5\u03b9\u03b1\u03c2.<\/p>\n \u0395\u03c0\u03af \u03c4\u03bf\u03c5 \u03c0\u03b1\u03c1\u03cc\u03bd\u03c4\u03bf\u03c2, \u03c3\u03c4\u03b7\u03bd \u0395\u03bb\u03bb\u03ac\u03b4\u03b1 \u03c5\u03c0\u03ac\u03c1\u03c7\u03bf\u03c5\u03bd 30 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1 \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5 \u03b3\u03b5\u03c9\u03b3\u03c1\u03b1\u03c6\u03b9\u03ba\u03ae\u03c2 \u03ad\u03bd\u03b4\u03b5\u03b9\u03be\u03b7\u03c2 (\u03a0\u039f\u03a0 \u03ba\u03b1\u03b9 \u03a0\u0393\u0395), \u03bf\u03b9 \u03bf\u03c0\u03bf\u03af\u03b5\u03c2 \u03ba\u03b1\u03bb\u03cd\u03c0\u03c4\u03bf\u03c5\u03bd \u03c9\u03c3\u03c4\u03cc\u03c3\u03bf \u03bc\u03cc\u03bd\u03bf \u03c4\u03bf 3% \u03c4\u03b7\u03c2 \u03b5\u03bb\u03bb\u03b7\u03bd\u03b9\u03ba\u03ae\u03c2 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2.<\/p>\n 1.3 \u03a0\u0391\u03a1\u0391\u0393\u03a9\u0393\u0397, \u039a\u0391\u03a4\u0391\u039d\u0391\u039b\u03a9\u03a3\u0397 \u039a\u0391\u0399 \u0391\u039d\u03a4\u0391\u0393\u03a9\u039d\u0399\u03a3\u039c\u039f\u03a3<\/p>\n \u0397 \u0395\u03bb\u03bb\u03ac\u03b4\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u03c4\u03c1\u03af\u03c4\u03b7 \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b7 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03b9\u03ba\u03ae \u03c7\u03ce\u03c1\u03b1 \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5 \u03c3\u03c4\u03bf\u03bd \u03ba\u03cc\u03c3\u03bc\u03bf, \u03ba\u03b1\u03bb\u03cd\u03c0\u03c4\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c0\u03b5\u03c1\u03af\u03c0\u03bf\u03c5 \u03c4\u03bf 11% \u03c4\u03b7\u03c2 \u03c3\u03c5\u03bd\u03bf\u03bb\u03b9\u03ba\u03ae\u03c2 \u03c0\u03b1\u03b3\u03ba\u03cc\u03c3\u03bc\u03b9\u03b1\u03c2 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2, \u03b5\u03bd\u03ce \u03bf\u03b9 \u03ba\u03cd\u03c1\u03b9\u03b5\u03c2 \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03af\u03c3\u03c4\u03c1\u03b9\u03b5\u03c2 \u03c7\u03ce\u03c1\u03b5\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u0399\u03c3\u03c0\u03b1\u03bd\u03af\u03b1 \u03ba\u03b1\u03b9 \u03b7 \u0399\u03c4\u03b1\u03bb\u03af\u03b1 \u03bc\u03b5 \u03b1\u03bd\u03c4\u03af\u03c3\u03c4\u03bf\u03b9\u03c7\u03b1 \u03c0\u03bf\u03c3\u03bf\u03c3\u03c4\u03ac \u03c0\u03bf\u03c5 \u03b1\u03bd\u03ad\u03c1\u03c7\u03bf\u03bd\u03c4\u03b1\u03b9 \u03c3\u03c4\u03bf 40% \u03ba\u03b1\u03b9 \u03c3\u03c4\u03bf 14% (International<\/span>\u00a0Olive<\/span>\u00a0Council<\/span>, 2018). \u03a4\u03bf \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf \u03b5\u03af\u03bd\u03b1\u03b9 \u03ad\u03bd\u03b1 \u03b1\u03c0\u03cc \u03c4\u03b1 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03cc\u03c4\u03b5\u03c1\u03b1 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1 \u03c4\u03bf\u03c5 \u03b5\u03bb\u03bb\u03b7\u03bd\u03b9\u03ba\u03bf\u03cd \u03b1\u03b3\u03c1\u03bf\u03c4\u03b9\u03ba\u03bf\u03cd \u03c4\u03bf\u03bc\u03ad\u03b1, \u03b1\u03bd\u03c4\u03b9\u03c3\u03c4\u03bf\u03b9\u03c7\u03ce\u03bd\u03c4\u03b1\u03c2 \u03c3\u03c4\u03bf 9% \u03c4\u03b7\u03c2 \u03c3\u03c5\u03bd\u03bf\u03bb\u03b9\u03ba\u03ae\u03c2 \u03b1\u03be\u03af\u03b1\u03c2 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2, \u03ba\u03b1\u03b9 \u03b7 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae \u03c4\u03bf\u03c5 \u03c3\u03b5 \u03bc\u03ad\u03c3\u03bf \u03b5\u03c4\u03ae\u03c3\u03b9\u03bf \u03cc\u03c1\u03bf \u03b1\u03bd\u03ad\u03c1\u03c7\u03b5\u03c4\u03b1\u03b9 \u03c3\u03c4\u03b1 0,3 \u03b5\u03ba\u03b1\u03c4\u03bf\u03bc\u03bc\u03cd\u03c1\u03b9\u03b1 \u03c4\u03cc\u03bd\u03bf\u03c5\u03c2, \u03c3\u03c5\u03bc\u03b2\u03ac\u03bb\u03bb\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c0\u03b5\u03c1\u03af\u03c0\u03bf\u03c5 \u03c3\u03c4\u03bf 0,4% \u03c4\u03bf\u03c5 \u0391\u0395\u03a0 (\u20ac750 \u03b5\u03ba\u03b1\u03c4\u03bf\u03bc\u03bc\u03cd\u03c1\u03b9\u03b1) \u03ba\u03ac\u03b8\u03b5 \u03c7\u03c1\u03cc\u03bd\u03bf \u03bc\u03b5\u03c4\u03b1\u03be\u03cd 2010-2015 (National<\/span>\u00a0Bank<\/span>\u00a0of<\/span>\u00a0Greece<\/span>, 2015). \u03a3\u03c4\u03bf\u03bd \u03c0\u03b1\u03c1\u03b1\u03ba\u03ac\u03c4\u03c9 \u03a0\u03af\u03bd\u03b1\u03ba\u03b1 2 \u03c0\u03b1\u03c1\u03bf\u03c5\u03c3\u03b9\u03ac\u03b6\u03b5\u03c4\u03b1\u03b9 \u03b7 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5 (\u03c3\u03b5 1.000 \u03c4\u03cc\u03bd\u03bf\u03c5\u03c2) \u03c3\u03c4\u03b7\u03bd \u0395\u03bb\u03bb\u03ac\u03b4\u03b1, \u03c4\u03b7\u03bd \u0399\u03c4\u03b1\u03bb\u03af\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u0399\u03c3\u03c0\u03b1\u03bd\u03af\u03b1 \u03bc\u03b5\u03c4\u03b1\u03be\u03cd 2000 \u03ba\u03b1\u03b9 2017.<\/p>\n \u0397 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae \u03b5\u03bb\u03bb\u03b7\u03bd\u03b9\u03ba\u03bf\u03cd \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5 \u03b8\u03b5\u03c9\u03c1\u03b5\u03af\u03c4\u03b1\u03b9 \u03b1\u03bd\u03ce\u03c4\u03b5\u03c1\u03b7\u03c2 \u03c0\u03bf\u03b9\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2 \u03b1\u03c0\u03cc \u03c4\u03bf\u03bd \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03bc\u03cc, \u03ba\u03b1\u03b8\u03ce\u03c2 \u03c4\u03bf 80% \u03c0\u03b5\u03c1\u03af\u03c0\u03bf\u03c5 \u03b1\u03c6\u03bf\u03c1\u03ac \u03c4\u03bf \u03ad\u03be\u03c4\u03c1\u03b1 \u03c0\u03b1\u03c1\u03b8\u03ad\u03bd\u03bf \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf, \u03c3\u03c5\u03b3\u03ba\u03c1\u03b9\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5 \u03c4\u03bf 65% \u03ba\u03b1\u03b9 30% \u03c3\u03b5 \u0399\u03c4\u03b1\u03bb\u03af\u03b1 \u03ba\u03b1\u03b9 \u0399\u03c3\u03c0\u03b1\u03bd\u03af\u03b1, \u03b1\u03bd\u03c4\u03af\u03c3\u03c4\u03bf\u03b9\u03c7\u03b1. \u03a9\u03c3\u03c4\u03cc\u03c3\u03bf, \u03c0\u03b1\u03c1\u03ac \u03c4\u03bf \u03c3\u03c5\u03b3\u03ba\u03c1\u03b9\u03c4\u03b9\u03ba\u03cc \u03b1\u03c5\u03c4\u03cc \u03c0\u03bb\u03b5\u03bf\u03bd\u03ad\u03ba\u03c4\u03b7\u03bc\u03b1, \u03bc\u03cc\u03bd\u03bf \u03c4\u03bf 27% \u03c4\u03b7\u03c2 \u03b5\u03bb\u03bb\u03b7\u03bd\u03b9\u03ba\u03ae\u03c2 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2 \u03c6\u03c4\u03ac\u03bd\u03b5\u03b9 \u03c3\u03c4\u03bf \u03c3\u03c4\u03ac\u03b4\u03b9\u03bf \u03c4\u03bf\u03c5\u00a0branding<\/span>\u00a0\u03c3\u03b5 \u03b5\u03c0\u03ce\u03bd\u03c5\u03bc\u03b1 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1 (50% \u03c3\u03c4\u03b7\u03bd \u0399\u03c3\u03c0\u03b1\u03bd\u03af\u03b1 \u03ba\u03b1\u03b9 80% \u03c3\u03c4\u03b7\u03bd \u0399\u03c4\u03b1\u03bb\u03af\u03b1), \u03bc\u03b5 \u03c4\u03bf \u03c5\u03c0\u03cc\u03bb\u03bf\u03b9\u03c0\u03bf \u03c4\u03b7\u03c2 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2 \u03bd\u03b1 \u03c0\u03c9\u03bb\u03b5\u03af\u03c4\u03b1\u03b9 \u03c7\u03cd\u03bc\u03b1, \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03bb\u03b1\u03bc\u03b2\u03b1\u03bd\u03bf\u03bc\u03ad\u03bd\u03bf\u03c5 \u03c4\u03bf\u03c5 70% \u03c4\u03c9\u03bd \u03b5\u03be\u03b1\u03b3\u03c9\u03b3\u03ce\u03bd \u03c0\u03bf\u03c5 \u03ba\u03b1\u03c4\u03b5\u03c5\u03b8\u03cd\u03bd\u03b5\u03c4\u03b1\u03b9 \u03ba\u03c5\u03c1\u03af\u03c9\u03c2 \u03c0\u03c1\u03bf\u03c2 \u03c4\u03b7\u03bd \u0399\u03c4\u03b1\u03bb\u03af\u03b1. \u03a4\u03bf \u03bc\u03b5\u03c1\u03af\u03b4\u03b9\u03bf \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2 \u03c4\u03b7\u03c2 \u03c7\u03ce\u03c1\u03b1\u03c2 \u03c3\u03b5 \u03c0\u03b1\u03b3\u03ba\u03cc\u03c3\u03bc\u03b9\u03bf \u03b5\u03c0\u03af\u03c0\u03b5\u03b4\u03bf \u03cc\u03c3\u03bf\u03bd \u03b1\u03c6\u03bf\u03c1\u03ac \u03c4\u03b1 \u03b5\u03c0\u03ce\u03bd\u03c5\u03bc\u03b1 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1 \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5 \u03bc\u03b5\u03b9\u03ce\u03b8\u03b7\u03ba\u03b5 \u03b1\u03c0\u03cc 6% \u03c3\u03b5 4% \u03b1\u03c0\u03cc \u03c4\u03b7 \u03b4\u03b5\u03ba\u03b1\u03b5\u03c4\u03af\u03b1 \u03c4\u03bf\u03c5 1990 \u03c3\u03c4\u03bf \u03b4\u03b9\u03ac\u03c3\u03c4\u03b7\u03bc\u03b1 2010-2015, \u03ba\u03b1\u03b9 \u03bf\u03b9 \u0388\u03bb\u03bb\u03b7\u03bd\u03b5\u03c2 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03bf\u03af \u03ad\u03c7\u03bf\u03c5\u03bd \u03bc\u03b5\u03c1\u03b9\u03ba\u03ce\u03c2 \u03b1\u03c0\u03bf\u03c4\u03cd\u03c7\u03b5\u03b9 \u03bd\u03b1 \u03b5\u03c0\u03c9\u03c6\u03b5\u03bb\u03b7\u03b8\u03bf\u03cd\u03bd \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u03c0\u03b1\u03b3\u03ba\u03cc\u03c3\u03bc\u03b9\u03b1 \u03b1\u03cd\u03be\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03b6\u03ae\u03c4\u03b7\u03c3\u03b7\u03c2, \u03ba\u03c5\u03c1\u03af\u03c9\u03c2 \u03bb\u03cc\u03b3\u03c9 \u03b4\u03bf\u03bc\u03b9\u03ba\u03ce\u03bd \u03c0\u03c1\u03bf\u03b2\u03bb\u03b7\u03bc\u03ac\u03c4\u03c9\u03bd.<\/p>\n \u03a3\u03c5\u03b3\u03ba\u03b5\u03ba\u03c1\u03b9\u03bc\u03ad\u03bd\u03b1, \u03c4\u03bf \u03ba\u03cc\u03c3\u03c4\u03bf\u03c2 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2 \u03b5\u03bb\u03b9\u03ac\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c3\u03c5\u03b3\u03ba\u03c1\u03b9\u03c4\u03b9\u03ba\u03ac \u03c5\u03c8\u03b7\u03bb\u03cc \u03c3\u03c4\u03b7\u03bd \u0395\u03bb\u03bb\u03ac\u03b4\u03b1, \u03c6\u03c4\u03ac\u03bd\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c4\u03bf \u20ac1\/\u03ba\u03b9\u03bb\u03cc, \u03ba\u03c5\u03c1\u03af\u03c9\u03c2 \u03b5\u03be\u03b1\u03b9\u03c4\u03af\u03b1\u03c2 \u03c4\u03bf\u03c5 \u03bc\u03b9\u03ba\u03c1\u03bf\u03cd \u03bc\u03b5\u03b3\u03ad\u03b8\u03bf\u03c5\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03c2 \u03c0\u03b5\u03c1\u03b9\u03bf\u03c1\u03b9\u03c3\u03bc\u03ad\u03bd\u03b7\u03c2 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\u03b1\u03bd\u03b1\u03bc\u03ad\u03bd\u03b5\u03c4\u03b1\u03b9 \u03bd\u03b1 \u03bc\u03b5\u03b9\u03c9\u03b8\u03b5\u03af \u03c3\u03c4\u03bf\u03c5\u03c2 280.000 \u03c4\u03cc\u03bd\u03bf\u03c5\u03c2 \u03c4\u03bf 2020, \u03c3\u03b5 \u03c3\u03cd\u03b3\u03ba\u03c1\u03b9\u03c3\u03b7 \u03bc\u03b5 \u03c4\u03bf \u03bc\u03ad\u03c3\u03bf \u03cc\u03c1\u03bf \u03c4\u03c9\u03bd 310.000 \u03c4\u03cc\u03bd\u03c9\u03bd \u03c4\u03c9\u03bd \u03c4\u03b5\u03bb\u03b5\u03c5\u03c4\u03b1\u03af\u03c9\u03bd \u03b5\u03c4\u03ce\u03bd (National<\/span>\u00a0Bank<\/span>\u00a0of<\/span>\u00a0Greece<\/span>, 2015). \u0395\u03bd\u03ce, \u03bb\u03bf\u03b9\u03c0\u03cc\u03bd, \u03b7 \u03b6\u03ae\u03c4\u03b7\u03c3\u03b7 \u03b3\u03b9\u03b1 \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf \u03ad\u03c7\u03b5\u03b9 \u03c3\u03c7\u03b5\u03b4\u03cc\u03bd \u03b4\u03b9\u03c0\u03bb\u03b1\u03c3\u03b9\u03b1\u03c3\u03c4\u03b5\u03af \u03c4\u03b9\u03c2 \u03c4\u03b5\u03bb\u03b5\u03c5\u03c4\u03b1\u03af\u03b5\u03c2 \u03b4\u03cd\u03bf 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\u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ac \u03ad\u03bd\u03c4\u03bf\u03bd\u03b7 \u03b5\u03be\u03b1\u03b3\u03c9\u03b3\u03b9\u03ba\u03ae \u03b4\u03c1\u03b1\u03c3\u03c4\u03b7\u03c1\u03b9\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c3\u03b5 \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03bf\u03c5\u03c2 \u03b1\u03c1\u03b9\u03b8\u03bc\u03bf\u03cd\u03c2.<\/p>\n \u03a9\u03c3\u03c4\u03cc\u03c3\u03bf, \u03c4\u03bf \u03bc\u03b5\u03c1\u03af\u03b4\u03b9\u03bf \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2 \u03c4\u03b7\u03c2 \u0395\u03bb\u03bb\u03ac\u03b4\u03b1\u03c2 \u03c3\u03c4\u03b9\u03c2 \u03b5\u03be\u03b1\u03b3\u03c9\u03b3\u03ad\u03c2 \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5 \u03ad\u03c7\u03b5\u03b9 \u03bc\u03b5\u03b9\u03c9\u03b8\u03b5\u03af, \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03b7\u03c2 \u03c4\u03b7\u03c2 \u03c1\u03b1\u03b3\u03b4\u03b1\u03af\u03b1\u03c2 \u03b1\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7\u03c2 \u03c4\u03b7\u03c2 \u03c0\u03b1\u03b3\u03ba\u03cc\u03c3\u03bc\u03b9\u03b1\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2. \u0395\u03c0\u03af\u03c3\u03b7\u03c2, \u03b1\u03bd \u03ba\u03b1\u03b9 \u03b7 \u03c7\u03ce\u03c1\u03b1 \u03ad\u03c7\u03b5\u03b9 \u03ad\u03bd\u03b1 \u03b1\u03c0\u03cc \u03c4\u03b1 \u03c5\u03c8\u03b7\u03bb\u03cc\u03c4\u03b5\u03c1\u03b1 \u03c0\u03bf\u03c3\u03bf\u03c3\u03c4\u03ac \u03ba\u03b1\u03c4\u03ac \u03ba\u03b5\u03c6\u03b1\u03bb\u03ae\u03bd \u03ba\u03b1\u03c4\u03b1\u03bd\u03ac\u03bb\u03c9\u03c3\u03b7\u03c2, \u03b1\u03c5\u03c4\u03ae \u03ad\u03c7\u03b5\u03b9 \u03c3\u03b7\u03bc\u03b5\u03b9\u03ce\u03c3\u03b5\u03b9 \u03ba\u03b1\u03b8\u03bf\u03b4\u03b9\u03ba\u03ae \u03c0\u03bf\u03c1\u03b5\u03af\u03b1, \u03b1\u03c0\u03cc \u03c4\u03b1 20 \u03bb\u03af\u03c4\u03c1\u03b1 \u03c4\u03bf 1990 \u03c3\u03c4\u03b1 16 \u03bb\u03af\u03c4\u03c1\u03b1 (\u03ba\u03b1\u03c4\u03ac \u03ba\u03b5\u03c6\u03b1\u03bb\u03ae\u03bd) \u03c4\u03bf 2014, \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03bf\u03c5 \u03cc\u03c4\u03b9 \u03c4\u03bf \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf \u03c3\u03c5\u03c7\u03bd\u03ac \u03b1\u03bd\u03c4\u03b9\u03ba\u03b1\u03b8\u03af\u03c3\u03c4\u03b1\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03ac\u03bb\u03bb\u03b1 \u03c6\u03b8\u03b7\u03bd\u03cc\u03c4\u03b5\u03c1\u03b1 \u03c6\u03c5\u03c4\u03b9\u03ba\u03ac \u03ad\u03bb\u03b1\u03b9\u03b1, \u03c4\u03b1 \u03bf\u03c0\u03bf\u03af\u03b1 \u03ba\u03b1\u03bb\u03cd\u03c0\u03c4\u03bf\u03c5\u03bd \u03c4\u03bf 55% \u03c4\u03b7\u03c2 \u03c3\u03c5\u03bd\u03bf\u03bb\u03b9\u03ba\u03ae\u03c2 \u03ba\u03b1\u03c4\u03b1\u03bd\u03ac\u03bb\u03c9\u03c3\u03b7\u03c2 \u03bb\u03b1\u03b4\u03b9\u03bf\u03cd (2014) \u03c3\u03c5\u03b3\u03ba\u03c1\u03b9\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5 \u03c4\u03bf 10% \u03c4\u03bf 1980 (National<\/span>\u00a0Bank<\/span>\u00a0of<\/span>\u00a0Greece<\/span>, 2015). \u0395\u03c0\u03b9\u03c0\u03bb\u03ad\u03bf\u03bd, \u03b7 \u03b5\u03be\u03b1\u03b3\u03c9\u03b3\u03b9\u03ba\u03ae \u03b4\u03c1\u03b1\u03c3\u03c4\u03b7\u03c1\u03b9\u03cc\u03c4\u03b7\u03c4\u03b1 \u03ad\u03c7\u03b5\u03b9 \u03b5\u03bd\u03c4\u03b1\u03b8\u03b5\u03af \u03ba\u03b1\u03c4\u03ac \u03c4\u03b7 \u03b4\u03b9\u03ac\u03c1\u03ba\u03b5\u03b9\u03b1 \u03c4\u03c9\u03bd \u03b4\u03cd\u03bf \u03c4\u03b5\u03bb\u03b5\u03c5\u03c4\u03b1\u03af\u03c9\u03bd \u03b4\u03b5\u03ba\u03b1\u03b5\u03c4\u03b9\u03ce\u03bd, \u03ba\u03b1\u03bb\u03cd\u03c0\u03c4\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c4\u03bf 42% \u03c4\u03b7\u03c2 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2 \u03c4\u03bf 2010-2015 \u03c3\u03c5\u03b3\u03ba\u03c1\u03b9\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5 \u03c4\u03bf 35% \u03c4\u03bf 1990. \u03a9\u03c3\u03c4\u03cc\u03c3\u03bf, \u03bf\u03b9 \u03b5\u03bb\u03bb\u03b7\u03bd\u03b9\u03ba\u03ad\u03c2 \u03b5\u03be\u03b1\u03b3\u03c9\u03b3\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2 \u03ad\u03c7\u03bf\u03c5\u03bd \u03c3\u03b7\u03bc\u03b5\u03b9\u03ce\u03c3\u03b5\u03b9 \u03b1\u03c0\u03ce\u03bb\u03b5\u03b9\u03b5\u03c2 \u03c3\u03c4\u03bf \u03bc\u03b5\u03c1\u03af\u03b4\u03b9\u03bf \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2 \u03c4\u03cc\u03c3\u03bf \u03c3\u03c4\u03b7\u03bd \u03b9\u03c4\u03b1\u03bb\u03b9\u03ba\u03ae \u03b1\u03b3\u03bf\u03c1\u03ac (17% \u03c4\u03c9\u03bd \u03b9\u03c4\u03b1\u03bb\u03b9\u03ba\u03ce\u03bd \u03b5\u03b9\u03c3\u03b1\u03b3\u03c9\u03b3\u03ce\u03bd \u03bc\u03b5\u03c4\u03b1\u03be\u03cd 2011-2014 \u03c3\u03c5\u03b3\u03ba\u03c1\u03b9\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5 \u03c4\u03bf 33% \u03c4\u03b7 \u03b4\u03b5\u03ba\u03b1\u03b5\u03c4\u03af\u03b1 \u03c4\u03bf\u03c5 1990), \u03cc\u03c3\u03bf \u03ba\u03b1\u03b9 \u03c3\u03c4\u03b7 \u03b4\u03b9\u03b5\u03b8\u03bd\u03ae \u03b1\u03b3\u03bf\u03c1\u03ac \u03b5\u03c0\u03ce\u03bd\u03c5\u03bc\u03c9\u03bd \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5, \u03b7 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\u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5\u03b9\u03bf\u03bd\u03b5\u03ba\u03c4\u03ae\u03bc\u03b1\u03c4\u03b1 \u03bb\u03cc\u03b3\u03c9 \u03c4\u03bf\u03c5 \u03c5\u03c8\u03b7\u03bb\u03bf\u03cd \u03c0\u03bf\u03c3\u03bf\u03c3\u03c4\u03bf\u03cd \u03c4\u03c9\u03bd \u03c0\u03c9\u03bb\u03ae\u03c3\u03b5\u03c9\u03bd \u03c7\u03cd\u03bc\u03b1 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03bf\u03c2 \u03c4\u03cc\u03c3\u03bf \u03c3\u03c4\u03b7\u03bd \u03b5\u03b3\u03c7\u03ce\u03c1\u03b9\u03b1 \u03cc\u03c3\u03bf \u03ba\u03b1\u03b9 \u03c3\u03c4\u03b9\u03c2 \u03b4\u03b9\u03b5\u03b8\u03bd\u03b5\u03af\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ad\u03c2. \u0391\u03be\u03af\u03b6\u03b5\u03b9 \u03bd\u03b1 \u03c3\u03b7\u03bc\u03b5\u03b9\u03c9\u03b8\u03b5\u03af \u03cc\u03c4\u03b9 \u03b7 \u03c0\u03b1\u03b3\u03ba\u03cc\u03c3\u03bc\u03b9\u03b1 \u03b1\u03b3\u03bf\u03c1\u03ac \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf\u03c5 \u03c5\u03c0\u03bf\u03bb\u03bf\u03b3\u03af\u03b6\u03b5\u03c4\u03b1\u03b9 \u03c3\u03c4\u03bf\u03c5\u03c2 0,9 \u03b5\u03ba\u03b1\u03c4\u03bf\u03bc\u03bc\u03cd\u03c1\u03b9\u03b1 \u03c4\u03cc\u03bd\u03bf\u03c5\u03c2, \u03b5\u03bd\u03ce \u03bf\u03b9 \u03ba\u03cd\u03c1\u03b9\u03bf\u03b9 \u03c0\u03c1\u03bf\u03bf\u03c1\u03b9\u03c3\u03bc\u03bf\u03af \u03b3\u03b9\u03b1 \u03b5\u03c0\u03ce\u03bd\u03c5\u03bc\u03b1 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf\u03b9 \u0397\u03a0\u0391, \u03b7 \u0393\u03b1\u03bb\u03bb\u03af\u03b1 \u03ba\u03b1\u03b9 \u03b7 \u0393\u03b5\u03c1\u03bc\u03b1\u03bd\u03af\u03b1, \u03b1\u03bd \u03ba\u03b1\u03b9 \u03b1\u03c5\u03be\u03b7\u03bc\u03ad\u03bd\u03b7 \u03b6\u03ae\u03c4\u03b7\u03c3\u03b7 \u03c0\u03b1\u03c1\u03b1\u03c4\u03b7\u03c1\u03b5\u03af\u03c4\u03b1\u03b9 \u03ba\u03b1\u03c4\u03ac \u03c4\u03b1 \u03c4\u03b5\u03bb\u03b5\u03c5\u03c4\u03b1\u03af\u03b1 \u03c7\u03c1\u03cc\u03bd\u03b9\u03b1 \u03ba\u03b1\u03b9 \u03c3\u03b5 \u03ac\u03bb\u03bb\u03b5\u03c2 \u03c7\u03ce\u03c1\u03b5\u03c2 \u03c4\u03b7\u03c2 \u039b\u03b1\u03c4\u03b9\u03bd\u03b9\u03ba\u03ae\u03c2 \u0391\u03bc\u03b5\u03c1\u03b9\u03ba\u03ae\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03c2 \u0391\u03c3\u03af\u03b1\u03c2. \u0395\u03c0\u03af\u03c3\u03b7\u03c2, \u03b7 \u03a1\u03c9\u03c3\u03af\u03b1, \u03b7 \u0392\u03c1\u03b1\u03b6\u03b9\u03bb\u03af\u03b1, \u03b7 \u0391\u03c5\u03c3\u03c4\u03c1\u03b1\u03bb\u03af\u03b1 \u03ba\u03b1\u03b9 \u03b7 \u0399\u03b1\u03c0\u03c9\u03bd\u03af\u03b1 \u03c3\u03b7\u03bc\u03b5\u03b9\u03ce\u03bd\u03bf\u03c5\u03bd \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03bf\u03cd\u03c2 \u03c1\u03c5\u03b8\u03bc\u03bf\u03cd\u03c2 \u03b1\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7\u03c2 \u03c3\u03b5 \u03cc\u03c1\u03bf\u03c5\u03c2 \u03ba\u03b1\u03c4\u03b1\u03bd\u03ac\u03bb\u03c9\u03c3\u03b7\u03c2 \u03bc\u03ad\u03c3\u03b1 \u03c3\u03c4\u03b9\u03c2 \u03b4\u03cd\u03bf \u03c4\u03b5\u03bb\u03b5\u03c5\u03c4\u03b1\u03af\u03b5\u03c2 \u03b4\u03b5\u03ba\u03b1\u03b5\u03c4\u03af\u03b5\u03c2. \u039f\u03b9 \u03b5\u03bc\u03c0\u03bf\u03c1\u03b9\u03ba\u03ad\u03c2 \u03c1\u03bf\u03ad\u03c2 \u03b5\u03c0\u03ce\u03bd\u03c5\u03bc\u03c9\u03bd \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd \u03c0\u03c1\u03bf\u03ad\u03c1\u03c7\u03bf\u03bd\u03c4\u03b1\u03b9 \u03ba\u03b1\u03c4\u03ac \u03ba\u03cd\u03c1\u03b9\u03bf \u03bb\u03cc\u03b3\u03bf \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u0399\u03c3\u03c0\u03b1\u03bd\u03af\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u0399\u03c4\u03b1\u03bb\u03af\u03b1, \u03bf\u03b9 \u03bf\u03c0\u03bf\u03af\u03b5\u03c2 \u03ad\u03c7\u03bf\u03c5\u03bd \u03ad\u03bd\u03b1 \u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ac \u03c3\u03c4\u03b1\u03b8\u03b5\u03c1\u03cc \u03bc\u03b5\u03c1\u03af\u03b4\u03b9\u03bf \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2 \u03b1\u03c0\u03cc \u03c0\u03b5\u03c1\u03af\u03c0\u03bf\u03c5 35%, \u03bc\u03b5 \u03c4\u03b7\u03bd \u0399\u03c4\u03b1\u03bb\u03af\u03b1 \u03bd\u03b1 \u03ba\u03c5\u03c1\u03b9\u03b1\u03c1\u03c7\u03b5\u03af \u03c3\u03c4\u03b9\u03c2 \u03c0\u03b1\u03c1\u03b1\u03b4\u03bf\u03c3\u03b9\u03b1\u03ba\u03ad\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ad\u03c2 (\u0397\u03a0\u0391, \u0393\u03b5\u03c1\u03bc\u03b1\u03bd\u03af\u03b1, \u039a\u03b1\u03bd\u03b1\u03b4\u03ac\u03c2) \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u0399\u03c3\u03c0\u03b1\u03bd\u03af\u03b1 \u03c3\u03b5 \u03bd\u03ad\u03b5\u03c2 (\u0399\u03b1\u03c0\u03c9\u03bd\u03af\u03b1, \u03a1\u03c9\u03c3\u03af\u03b1, \u039a\u03af\u03bd\u03b1, \u0391\u03c5\u03c3\u03c4\u03c1\u03b1\u03bb\u03af\u03b1). \u03a3\u03c5\u03bd\u03bf\u03bb\u03b9\u03ba\u03ac, \u03b1\u03bd \u03ba\u03b1\u03b9 \u03b7 \u03c0\u03b1\u03b3\u03ba\u03cc\u03c3\u03bc\u03b9\u03b1 \u03b6\u03ae\u03c4\u03b7\u03c3\u03b7 \u03b3\u03b9\u03b1 \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf \u03c3\u03b7\u03bc\u03b5\u03b9\u03ce\u03bd\u03b5\u03b9 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03bf\u03cd\u03c2 \u03b1\u03c5\u03be\u03b7\u03c4\u03b9\u03ba\u03bf\u03cd\u03c2 \u03c1\u03c5\u03b8\u03bc\u03bf\u03cd\u03c2, \u03c6\u03b1\u03af\u03bd\u03b5\u03c4\u03b1\u03b9 \u03cc\u03c4\u03b9 \u03b7 \u0395\u03bb\u03bb\u03ac\u03b4\u03b1 \u03b4\u03b5\u03bd \u03ad\u03c7\u03b5\u03b9 \u03ba\u03b1\u03c4\u03b1\u03c6\u03ad\u03c1\u03b5\u03b9 \u03bd\u03b1 \u03b5\u03ba\u03bc\u03b5\u03c4\u03b1\u03bb\u03bb\u03b5\u03c5\u03c4\u03b5\u03af \u03b1\u03c5\u03c4\u03ae\u03bd \u03c4\u03b7\u03bd \u03c4\u03ac\u03c3\u03b7, \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03c9\u03bd \u03c4\u03c9\u03bd \u03b4\u03bf\u03bc\u03b9\u03ba\u03ce\u03bd \u03c0\u03c1\u03bf\u03b2\u03bb\u03b7\u03bc\u03ac\u03c4\u03c9\u03bd \u03c4\u03bf\u03c5 \u03b1\u03bd\u03c4\u03af\u03c3\u03c4\u03bf\u03b9\u03c7\u03bf\u03c5 \u03ba\u03bb\u03ac\u03b4\u03bf\u03c5 \u03ba\u03b1\u03b9 \u03c4\u03c9\u03bd \u03c0\u03b5\u03c1\u03b9\u03bf\u03c1\u03b9\u03c3\u03bc\u03ad\u03bd\u03c9\u03bd \u03c0\u03bf\u03bb\u03b9\u03c4\u03b9\u03ba\u03ce\u03bd\u00a0branding<\/span>\u00a0\u03c0\u03bf\u03c5 \u03b5\u03c6\u03b1\u03c1\u03bc\u03cc\u03b6\u03bf\u03bd\u03c4\u03b1\u03b9.\u00a0<\/a><\/p>\n \u0392\u0399\u0392\u039b\u0399\u039f\u0393\u03a1\u0391\u03a6\u0399\u0391<\/p>\n Baourakis, G., & Baltas, G. (2003). Comparative behavioural analysis in selected EU countries: A brand modelling approach. Operational Research, 3(2), 165-182.<\/span><\/p>\n Baziana, S. & Tzimitra-Kalogianni, E. (2019). Branding influence on consumer behaviour regarding olive oil.\u00a0 International Journal of Outlook on Agriculture, 48 (2).<\/span><\/p>\n Baziana, S., Tzimitra-Kalogianni, E., Batzios, A. & Tremma, O.\u00a0 (2021). Consumer behavior towards delicatessen products and branding influence. International Journal of Social Ecology and Sustainable Development, 12(4).<\/span><\/p>\n Cicerale, S., Liem, G., & Keast, S. J. (2016). Consumer perception, attitudes, liking and preferences for olive oil. In D. Boskou, & M. L. (Eds), Products from olive tree. Rijeka: InTech.<\/span><\/p>\n Dekhili, S., & d\u2019Hauteville, F. (2009). Effect of the region of origin on the perceived quality of olive oil: an experimental approach using a control group. Food Quality and Preference, 20(7), 525\u2013532.<\/span><\/p>\n Dekhili, S., Sirieix, L., & Cohen, E. (2011). How consumers choose olive oil: The importance of origin cues. Food Quality and Preference, 22(8), 757-762.<\/span><\/p>\n Del Giudice, T., Cavallo, C., Caracciolo, F., & Cicia, G. (2015). What attributes of extra virgin olive oil are really important for consumers: a meta-analysis of consumers\u2019 stated preferences. Agricultural and Food Economics, 3(1), 20-31.<\/span><\/p>\n Del Giudice, T., Cavallo, C., Caracciolo, F., & Cicia, G. (2015). What attributes of extra virgin olive oil are really important for consumers: a meta-analysis of consumers\u2019 stated preferences. Agricultural and Food Economics, 3(20), 1-15.<\/span><\/p>\n Delgado, C., & Guinard, J. X. (2011). How do consumer hedonic ratings for extra virgin olive oil relate to quality ratings by experts and descriptive analysis ratings?. Food Quality and Preference, 22(2), 213-225.<\/span><\/p>\n Delgado, C., G\u00f3mez-Rico, A., & Guinard, J. X. (2013). Evaluating bottles and labels versus tasting the oils blind: Effects of packaging and labeling on consumer preferences, purchase intentions and expectations for extra virgin olive oil. Food Research International, 54(2), 2112-2121.<\/span><\/p>\n French, S. A. (2003). Pricing effects on food choices. The Journal of Nutrition, 133(3), 841s\u2013843s.<\/span><\/p>\n Garc\u00eda, M., Aragon\u00e9s, Z., & Poole, N. (2002). A repositioning strategy for olive oil in the UK market. Agribusiness, 18(2), 163-180.<\/span><\/p>\n Jim\u00e9nez-Guerrero, J. F., G\u00e1zquez-Abad, J. C., Mond\u00e9jar-Jim\u00e9nez, J. A., & Huertas-Garc\u00eda, R. (2012). Consumer Preferences for Olive-Oil Attributes: A Review of the Empirical Literature Using a Conjoint Approach. In D. Boskou (Eds), Olive Oil – Constituents, Quality, Health Properties and Bioconversions. London: InTech.<\/span><\/p>\n Kavallari, A., Maas, S., & Schmitz, M. (2009). Evolution of olive oil import demand structures in nonproducing countries: the cases of Germany and the UK. 113th EAAE Seminar \u201cA resilient European food industry and food chain in a challenging world\u201d, Chania, Crete (Greece).<\/span><\/p>\n Kotler, P., & Keller, K. L. (2012). Marketing Management, 14th Edition. London: Prentice Hall.<\/span><\/p>\n Krystallis, A., & Ness, M. (2005). Consumer preferences for quality foods from a South European perspective: A conjoint analysis implementation on Greek olive oil. International Food and Agribusiness Management Review, 8(2), 62-91.<\/span><\/p>\n Lect, C. I. (2012). Basic Notions of Branding. Definition, History, Architecture. Journal of Media Research, 5(3), 110.<\/span><\/p>\n McEwan, J. A. (1994). Consumer attitudes and olive oil acceptance: the potential consumer. Grasas y Aceites, 45(1), 9\u201315.<\/span><\/p>\n Mtimet, N., Ujiie, K., Kashiwagi, K., Zaibet, L., & Nagaki, M. (2011). The effects of information and country of origin on Japanese olive oil consumer selection. EAAE 2011 Congress, Zurish, Switzerland.<\/span><\/p>\n Mtimet, N., Zaibet, L., Zairi, C., & Hzami, H. (2013). Marketing olive oil products in the Tunisian local market: the importance of quality attributes and consumers’ behavior. Journal of International Food & Agribusiness Marketing, 25(2), 134\u2013145.<\/span><\/p>\n National Bank of Greece (2015). Olive oil: establishing the Greek brand. Sectoral Report. Athens: National Bank of Greece.<\/span><\/p>\n Roselli, L., Carlucci, D., Rover, O. J., & De Gennaro, B. (2018). The effects of extrinsic cues on olive oil price in Brazil. Journal of International Food & Agribusiness Marketing, 30(1), 70-87.<\/span><\/p>\n Santosa, M., & Guinard, J. X. (2011). \u039c.\u039f.s-end chains analysis of extra virgin olive oil purchase and consumption behavior. Food Quality and Preference, 22(3), 304-316.<\/span><\/p>\n Santosa, M., Clow, E. J., Sturzenberger, N. D., & Guinard, J. X. (2013). Knowledge, beliefs, habits and attitudes of California consumers regarding extra virgin olive oil. Food Research International, 54(2), 2104-2111.<\/span><\/p>\n Van der Lans, I. A., Van Ittersum, K., De Cicco, A., & Loseby, M. (2001). The role of the region of origin and EU certificates of origin in consumer evaluation of food products. European Review of Agricultural Economics, 28(4), 451-477.<\/span><\/p>\n Van der Lans, R., Van den Bergh, B., & Dieleman, E. (2014). Partner selection in brand alliances: An empirical investigation of the drivers of brand fit. Marketing Science, 33(4), 551-566.<\/span><\/p>\n Vanhonacker, F., Lengard, V., Hersleth, M., & Verbeke, W. (2010). Profiling European traditional food consumers. British Food Journal, 112(8), 871-886.<\/span><\/p>\n Yangui, A., Costa Font, M., & Gil Roig, J. M. (2014). Revealing additional preference heterogeneity with an extended random parameter logit model: the case of extra virgin olive oil. Spanish<\/span>\u00a0Journal<\/span>\u00a0of<\/span>\u00a0Agricultural<\/span>\u00a0Research<\/span>, 12(3), 553-567.<\/p>\n \u0395\u03ba\u03c4\u03b5\u03bb\u03b5\u03c3\u03c4\u03b9\u03ba\u03cc\u03c2 \u039a\u03b1\u03bd\u03bf\u03bd\u03b9\u03c3\u03bc\u03cc\u03c2 (\u0395\u0395) \u03b1\u03c1\u03b9\u03b8. 29\/2012 \u03c4\u03b7\u03c2 \u0395\u03c0\u03b9\u03c4\u03c1\u03bf\u03c0\u03ae\u03c2 \u03c4\u03b7\u03c2 13\u03b7\u03c2 \u0399\u03b1\u03bd\u03bf\u03c5\u03b1\u03c1\u03af\u03bf\u03c5 2012 \u03b3\u03b9\u03b1 \u03c4\u03b1 \u03c0\u03c1\u03cc\u03c4\u03c5\u03c0\u03b1 \u03b5\u03bc\u03c0\u03bf\u03c1\u03af\u03b1\u03c2 \u03c4\u03bf\u03c5 \u03b5\u03bb\u03b1\u03b9\u03bf\u03bb\u03ac\u03b4\u03bf\u03c5.<\/p>\n \u039a\u03b1\u03bd\u03bf\u03bd\u03b9\u03c3\u03bc\u03cc\u03c2 (\u0395\u039a) \u03b1\u03c1\u03b9\u03b8. 1019\/2002 \u03c4\u03b7\u03c2 \u0395\u03c0\u03b9\u03c4\u03c1\u03bf\u03c0\u03ae\u03c2 \u03c4\u03b7\u03c2 13\u03b7\u03c2 \u0399\u03bf\u03c5\u03bd\u03af\u03bf\u03c5 2002 \u03b3\u03b9\u03b1 \u03c4\u03b9\u03c2 \u03c0\u03c1\u03bf\u03b4\u03b9\u03b1\u03b3\u03c1\u03b1\u03c6\u03ad\u03c2 \u03b5\u00b5\u03c0\u03bf\u03c1\u03af\u03b1\u03c2 \u03c4\u03bf\u03c5 \u03b5\u03bb\u03b1\u03b9\u03bf\u03bb\u03ac\u03b4\u03bf\u03c5.<\/p>\n \u039f\u03b4\u03b7\u03b3\u03af\u03b1 2000\/13\/\u0395\u039a \u03c4\u03bf\u03c5 \u0395\u03c5\u03c1\u03c9\u03c0\u03b1\u03ca\u03ba\u03bf\u03cd \u039a\u03bf\u03b9\u03bd\u03bf\u03b2\u03bf\u03c5\u03bb\u03af\u03bf\u03c5 \u03ba\u03b1\u03b9 \u03c4\u03bf\u03c5 \u03a3\u03c5\u03bc\u03b2\u03bf\u03c5\u03bb\u03af\u03bf\u03c5, \u03c4\u03b7\u03c2 20\u03ae\u03c2 \u039c\u03b1\u03c1\u03c4\u03af\u03bf\u03c5 2000, \u03b3\u03b9\u03b1 \u03c0\u03c1\u03bf\u03c3\u03ad\u03b3\u03b3\u03b9\u03c3\u03b7 \u03c4\u03c9\u03bd \u03bd\u03bf\u03bc\u03bf\u03b8\u03b5\u03c3\u03b9\u03ce\u03bd \u03c4\u03c9\u03bd \u03ba\u03c1\u03b1\u03c4\u03ce\u03bd \u03bc\u03b5\u03bb\u03ce\u03bd \u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5 \u03c4\u03b7\u03bd \u03b5\u03c0\u03b9\u03c3\u03ae\u03bc\u03b1\u03bd\u03c3\u03b7, \u03c4\u03b7\u03bd \u03c0\u03b1\u03c1\u03bf\u03c5\u03c3\u03af\u03b1\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03c4\u03b7 \u03b4\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7 \u03c4\u03c9\u03bd \u03c4\u03c1\u03bf\u03c6\u03af\u03bc\u03c9\u03bd.<\/p>\n \u03a3\u03ad\u03bc\u03bf\u03c2, \u0391. (2010). \u0391\u03b3\u03c1\u03bf\u03c4\u03b9\u03ba\u03ae \u03a0\u03bf\u03bb\u03b9\u03c4\u03b9\u03ba\u03ae. \u0391\u03b8\u03ae\u03bd\u03b1: \u0395\u03ba\u03b4\u03cc\u03c3\u03b5\u03b9\u03c2 \u0396\u03ae\u03c4\u03b7.<\/p>\n","protected":false},"excerpt":{"rendered":" \u03a3\u03c4\u03bf \u03c0\u03bb\u03b1\u03af\u03c3\u03b9\u03bf \u03c4\u03bf\u03c5 \u03bc\u03b1\u03b8\u03ae\u03bc\u03b1\u03c4\u03bf\u03c2 “\u0393\u03b5\u03c9\u03c1\u03b3\u03af\u03b1, \u03a4\u03c1\u03cc\u03c6\u03b9\u03bc\u03b1 \u03ba\u03b1\u03b9 \u03a0\u03b5\u03c1\u03b9\u03b2\u03ac\u03bb\u03bb\u03bf\u03bd” \u03c4\u03b7\u03c2 \u0391’ \u039b\u03c5\u03ba\u03b5\u03af\u03bf\u03c5, \u03c3\u03c5\u03bd\u03b4\u03c5\u03ac\u03b6\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c4\u03b7\u03bd \u03b5\u03bd\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c4\u03b7\u03c2 \u03a6\u03c5\u03c4\u03b9\u03ba\u03ae\u03c2 \u03c0\u03b1\u03c1\u03b1\u03b3\u03c9\u03b3\u03ae\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03c2 \u0395\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03b7\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2, \u03ba\u03b1\u03b9 \u03c0\u03b9\u03bf \u03c3\u03c5\u03b3\u03ba\u03b5\u03ba\u03c1\u03b9\u03bc\u03ad\u03bd\u03b1 \u03c3\u03c4\u03bf marketing \u03b1\u03b3\u03c1\u03bf\u03c4\u03b9\u03ba\u03ce\u03bd \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd \u03b4\u03b9\u03b4\u03ac\u03c3\u03ba\u03b5\u03c4\u03b1\u03b9 \u03c4\u03bf \u03c0\u03b1\u03c1\u03b1\u03ba\u03ac\u03c4\u03c9 \u03bc\u03ac\u03b8\u03b7\u03bc\u03b1 \u03b3\u03b9\u03b1 \u03c4\u03bf branding \u03b5\u03bb\u03b1\u03b9\u03bf\u03bb\u03ac\u03b4\u03bf\u03c5: 1.1 \u03a5\u03a0\u039f\u0392\u0391\u0398\u03a1\u039f \u03a4\u03bf \u03b5\u03bb\u03b1\u03b9\u03cc\u03bb\u03b1\u03b4\u03bf \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03af \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u0395\u03bb\u03bb\u03ac\u03b4\u03b1 \u03ad\u03bd\u03b1 \u03b1\u03c0\u03cc \u03c4\u03b1 \u03c0\u03b1\u03c1\u03b1\u03b4\u03bf\u03c3\u03b9\u03b1\u03ba\u03cc\u03c4\u03b5\u03c1\u03b1 \u03b1\u03b3\u03c1\u03bf\u03c4\u03b9\u03ba\u03ac \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1, \u03ba\u03b1\u03c4\u03ad\u03c7\u03bf\u03bd\u03c4\u03b1\u03c2 \u03b1\u03be\u03b9\u03cc\u03bb\u03bf\u03b3\u03b7 \u03b8\u03ad\u03c3\u03b7 \u03c3\u03c4\u03bf\u03bd \u03ba\u03bb\u03ac\u03b4\u03bf \u03c4\u03c1\u03bf\u03c6\u03af\u03bc\u03c9\u03bd […]<\/p>\n","protected":false},"author":841195,"featured_media":361,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-360","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-5"],"_links":{"self":[{"href":"https:\/\/blogs.e-me.edu.gr\/hive-eTwinning-2023-PEPAL-Xanthis\/wp-json\/wp\/v2\/posts\/360","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.e-me.edu.gr\/hive-eTwinning-2023-PEPAL-Xanthis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.e-me.edu.gr\/hive-eTwinning-2023-PEPAL-Xanthis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.e-me.edu.gr\/hive-eTwinning-2023-PEPAL-Xanthis\/wp-json\/wp\/v2\/users\/841195"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.e-me.edu.gr\/hive-eTwinning-2023-PEPAL-Xanthis\/wp-json\/wp\/v2\/comments?post=360"}],"version-history":[{"count":0,"href":"https:\/\/blogs.e-me.edu.gr\/hive-eTwinning-2023-PEPAL-Xanthis\/wp-json\/wp\/v2\/posts\/360\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blogs.e-me.edu.gr\/hive-eTwinning-2023-PEPAL-Xanthis\/wp-json\/wp\/v2\/media\/361"}],"wp:attachment":[{"href":"https:\/\/blogs.e-me.edu.gr\/hive-eTwinning-2023-PEPAL-Xanthis\/wp-json\/wp\/v2\/media?parent=360"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.e-me.edu.gr\/hive-eTwinning-2023-PEPAL-Xanthis\/wp-json\/wp\/v2\/categories?post=360"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.e-me.edu.gr\/hive-eTwinning-2023-PEPAL-Xanthis\/wp-json\/wp\/v2\/tags?post=360"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n