Ocena marek produktów spożywczych wykorzystujących styl retro przez młodych konsumentów z Polski i Francji – wyniki badań porównawczych
Evaluation of Brands of Food Products Using the Retro Style by Young Consumers from Poland and France – Results of Comparative Studies

Summary/Abstract: Purpose of the article: The main purpose of this article is to identify and assess the opinions of young Polish and French consumers concerning brands of food products, using the retro style. Research methodology: The research based on the quantitative research (based on the direct method of gathering information using the auditorium survey technique) on a group of 400 young consumers (18-24 years old) executed in 2015 in France and Poland. Key findings: Young consumers evaluate positively the brands of food products using the retro elements. Brands managed in a retro style are judged to be stylish, and their equity is relatively high. The country of origin of young consumers does not affect their evaluation concerning the international brands of food products using the retro elements. Practical implications: The findings may be an incentive for companies to use the elements of retro-marketing in brand management.

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