Czynniki determinujące postawy konsumentów wobec marki
Factors Determining Consumers’ Attitudes towards the Brand

Summary/Abstract: The subject of the article is an analysis of the determinants of consumer attitudes towards brands. The main objective of the article is an indication of the need for a multifaceted and integrated approach to the study of consumer attitudes to brand covering both factors from brand owners, as well as the determinants of those attitudes on the side of consumers. It is the conceptual and research article that includes: 3. The theoretical analysis of attitudes as categories that describe the behaviour of consumers in the market. 4. The analysis of the factors determining the attitude of consumers to brands. 5. The results of empirical research on consumer attitudes in Poland to chocolate brands belonging to producers and brands belonging to distributors. Practical implications: the possibilities of effective use of the brand as the intangible resource depend on the reaction of consumers and their attitudes towards the brand. One of the challenges of the modern marketing is active shaping the desired consumer attitudes towards the brand.

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