Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

Currently: Marketing i Zarządzanie

ISSN: 1509-0507     eISSN: 2353-2874    OAI    DOI: 10.18276/pzfm.2015.38-15
CC BY-SA   Open Access   CEEOL

Issue archive / ZN 865 PZFiM nr 38
Postmodernistyczny konsument a społeczność wokół marki
(Postmodern Consumer versus Community Around the Brand)

Authors: Monika Skorek
Uniwersytet Warszawski
Keywords: postmodernism consumer community brand
Year of publication:2015
Page range:10 (161-170)
Cited-by (Crossref) ?:


The paper aims to answer the question of why customers want to belong to communities forming around the brands and what are the marketing consequences of the development of consumer communities. A literature review was made based on which the essence of the postmodern consumer and the reasons for consumer's belonging to the community are presented. These considerations are the basis for the further extension of our knowledge on brand communities by conducting research on brand communities forming around the Polish products.
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