POSTMODERNISTYCZNY KONSUMENT A SPOŁECZNOŚĆ WOKÓŁ MARKI
POSTMODERN CONSUMER VERSUS COMMUNITY AROUND THE BRAND

Summary/Abstract: 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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