Show simple item record

dc.contributor.authorGrębosz, Magdalena
dc.contributor.authorOtto, Jacek
dc.date.accessioned2016-02-02T08:38:18Z
dc.date.available2016-02-02T08:38:18Z
dc.date.issued2014
dc.identifier.citationFIBRES & TEXTILES in Eastern Europe, Vol.22, nr.2 (104), s.13-18
dc.identifier.issn1230-3666
dc.identifier.urihttp://hdl.handle.net/11652/1039
dc.identifier.urihttp://www.fibtex.lodz.pl/article1254.html
dc.description.abstractCompanies from the textile sector seek new methods of market expansion and increasing brand value. These methods include brand extension, brand licensing, acquisition of patent rights and co-branding, that is the strategy of double branding products when two distinct partner brand names are used on one product. Different studies show that the influence of co-branding on the behaviour of the consumer and their perception of products is high. For the authors, it was important to demonstrate the impact of co-branding on customer preferences concerning textile products for the example chosen. The aim of the research was to identify behaviours of consumers from the Lodz Voivodeship (Poland) when a co-branding strategy is used. As was proved in the study, the consumers give priority to a co-branded textile product in relation to a classic textile product. However, at the same time, those consumers do not give priority to a more expensive co-branded textile product in relation to the classic textile product. As was also proved in the study, the preferences of different groups of customers are not the same and the demographic, socio-professional and geographical characteristics of customers influence their behaviour towards the example of a co-branded textile product.en_EN
dc.language.isoenen_EN
dc.publisherInstytut Biopolimerów i Włókien Chemicznych (IBWCh) , Łódź, Polskapl_PL
dc.publisherInstitute of Biopolymers and Chemical Fibres, Lodz, Polanden_EN
dc.relation.ispartofseriesFIBRES & TEXTILES in Eastern Europe, Vol.22, nr.2 (104), 2014en_EN
dc.subjecttextile producten_EN
dc.subjectco-brandingen_EN
dc.subjectcustomer behaviouren_EN
dc.subjectbranden_EN
dc.subjectbrand allianceen_EN
dc.titleCustomer Behaviours towards Co-Branded Products of the Textile Industryen_EN
dc.typeArtykułen_EN


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record