Gajda, Dawid - In: Journal of marketing and consumer behaviour in emerging … (2020) 2, pp. 4-15
Consumers' attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to … research showed that it is just the name of the brand that can affect consumers' attitudes. It is a derivative of associations … the most important and the cognitive component - the least important. The findings show that gender and brand of …
