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2013 | 3(16) | 48-62

Article title

Wpływ elementów nazwy marki na jej postrzeganie przez nabywców – badanie eksploracyjne


Title variants

The influence of brand name components on purchaser’s brand perception − exploratory study

Languages of publication



The purpose of this article is to answer the question: what is and what could be a direction for future research of the impact of elements of brand names in particular, on buyers? Using the literary analysis method previously discussed problems and hypotheses on the impact of the elements on their perception of brands by the buyers were examined. The analysis of existing empirical studies preceded the proposals model and hypotheses arising from the research gaps.





Physical description


  • Uniwersytet Ekonomiczny we Wrocławiu


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Document Type

Publication order reference


YADDA identifier

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