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Consumer Attitudes Towards Manufacturer Brands and Own Label Brands – The Case of the Chocolate Market in Poland (Postawy konsumentow wobec marek producentow i marek wlasnych detalistow na rynku czekolady w Polsce)

Author

Listed:
  • Teresa Taranko

    (Szkola Glowna Handlowa, Katedra Rynku, Marketingu i Jakosci)

Abstract

The subject of the article is an analysis of consumer attitudes towards brands. It is a research article that includes the results of empirical research on consumer attitudes in Poland to chocolate brands belonging to producers and brands belonging to distributors. The practical implications of the results of the survey: the possibilities of effective use of a brand as an instrument to compete on the market depend on the reaction of consumers and their attitudes towards the brand. One of the challenges for modern marketing is actively shaping the desired consumer attitudes to brands. Such measures are actively pursued by commercial networks.

Suggested Citation

  • Teresa Taranko, 2016. "Consumer Attitudes Towards Manufacturer Brands and Own Label Brands – The Case of the Chocolate Market in Poland (Postawy konsumentow wobec marek producentow i marek wlasnych detalistow na rynku czeko," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 14(57), pages 119-137.
    • Handle: RePEc:sgm:pzwzuw:v:14:i:57:y:2016:p:119-137
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    File URL: http://pz.wz.uw.edu.pl/sites/default/files/artykuly/pz_2016_1_1_taranko.pdf
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    References listed on IDEAS

    as
    1. Juan Beristain, Jose & Zorrilla, Pilar, 2011. "The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 562-574.
    2. Fabian Bergès & Daniel Hassan & Sylvette Monier-Dilhan, 2013. "Are Consumers More Loyal To National Brands Than To Private Labels?," Bulletin of Economic Research, Wiley Blackwell, vol. 65, pages 1-16, May.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    attitudes towards the brand; elements (components) of attitude; private labels; consumer preferences.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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