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Consumers Engagement Toward Food Brands – The Case of Dairy Products

Gazdecki Michał () and Goryńska-Goldmann Elżbieta ()
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Goryńska-Goldmann Elżbieta: Poznan University of Life Sciences, Faculty of Economics, Department of Economics and Economics Policy in Agribusiness, Wojska Polskiego 28, 60-637Poznań, Poland

Folia Oeconomica Stetinensia, 2020, vol. 20, issue 2, 134-151

Abstract: Research background: As food markets continue to develop the role and position of food consumers evolve as well. Food producers redefine their market strategies and focus on creating loyalty, building good contacts and consumers’ engagement towards brands.

Keywords: consumers’ behavior; relationships; B2C market; brand strategy (search for similar items in EconPapers)
JEL-codes: D12 D81 D91 M31 (search for similar items in EconPapers)
Date: 2020
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DOI: 10.2478/foli-2020-0040

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Handle: RePEc:vrs:foeste:v:20:y:2020:i:2:p:134-151:n:23