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2009 | International Marketing and Business in the CEE Markets | 211--229
Tytuł artykułu

Polish Buyers' Perception of a Global Brand Category. Research results

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Literature studies and the analysis of the outcome of worldwide research lead to the statement that global brands take a special place in consumers' minds. Consumers willingly become influenced by the brands in question, and mixing with the brands is a source of particular pleasure. On this background it seems interesting to ask: what is the position of global brands in the minds of Polish people? What makes the advantage of global brands over the local ones in the opinion of Polish buyers? Is it high quality and low price that both result from the economies of scale? Fulfilment of aspirations? It is also interesting to find out how Polish buyers perceive the social responsibility of global brands. After all, worldwide research show that with increasing economic development of the countries the confidence of their inhabitants that global companies contribute to the creation of better society becomes weaker. The aim of the article is to show results of research that is representative for Poland, to demonstrate what the buyers' perception of global brand category is, and to assess global brands with regard to local ones with some emphasis put on quality, price, prestige, natural environment care, employees care, purchase satisfaction and adjustment to consumer's needs. (fragment of text)
  • Wrocław University of Economics, Poland
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  • Millward Brown,
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  • interview.
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