Marka jako kluczowy instrument oddziaływania na zachowania zakupowe konsumentów w branży odzieżowej
Brand as a Key Instrument of Impacting Buying Behaviour of Clothing Industry Customers

Summary/Abstract: Nowadays, in the era of unprecedented consumerism, intensifying competition and dynamic globalization, in economic practice there can be observed a clear escalation of the phenomenon of general involvement in the creation and improvement of brands. The brand, having a significant impact on consumer behaviour, has become one of the most important instruments in the marketing strategy of the product. It is a strong brand in the company’s market offer that is increasingly seen as a key factor of its success. In this article, in order to verify the validity of this assumption the author attempts to assess the impact of the brandon buying decisions of the LPP S.A. Company’s customers compared to other market impact instruments. Based on the results of her own surveys, she proves that the LPP S.A. Company’s product brands effectively influence buying decisions of its potential customers.

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