Zachowania konsumentów a powodzenie strategii rozciągania marki
Consumers’ Behaviours and Success of the Brand Stretching Strategy

Summary/Abstract: Among various options of development and introduction of a new product to the market, the ever growing attention is paid to the strategy of brand stretching. It has many advantages and yields benefits to an enterprise; however, it is also encumbered with some defaults. In his article, the author carried out a review of the literature on chances for brand stretching. There are also presented findings of his own surveys connected with preparation of the managerial tool – a questionnaire facilitating evaluation of the chances for success in this respect. The article is of the research nature.

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