Związek kraju pochodzenia marki z wybranymi aspektami jej postrzegania
The relation of brand’s country of origin with selected aspects of brand’s perception

Summary/Abstract: The purpose of the paper is to present the results of the research on the relation between supposed by the consumer (not always consistent with the actual state) country of brand’s origin and brand’s perception. The brand perception is expressed by a set of universal criteria, which are common for various products. The research included, among others, brand prestige, brand quality, functionality and aesthetics. The research analysis made it possible to indicate countries which have a negative or positive impact on the image of the brands. The research analysis allowed also assignation of stereotypical perception of particular countries.

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