| Abstract [eng] |
The ongoing rapid process of globalization leads to the fact that it is becoming easier for consumers to access products of various brands. Consumers have many options to choose from. A large amount of similar goods on the market also affects manufacturers, who, in order to be competitive, must pay great attention to brand development and consumer behavior research. Conducted studies have proven that a person can feel attachment not only to another person, but also to a brand. Conducted scientific research proves that in times of increasing uncertainty, authenticity is the goal and search object of a common person. Also, it is very important for people to preserve values, so more and more attention is paid to virtuousness. Consumers' attachment to brands can be strengthened through the prism of authenticity and virtuousness. |
