Wymiary zaangażowania konsumenta wobec marki w budowaniu sieci relacji
Dimensions of Customer Brand Involvement in the Building of the Relationships Networks

Summary/Abstract: The article presents four dimensions of customer brand involvement in the buildingof the relationships networks. The first part of the article deals with network paradigmand relationship marketing as concepts used to analyse involvement from the perspectiveof current business environment. The second part deals with the definition of consumerinvolvement. The last part of the paper discusses the four dimensions of consumer involvementwith the brand, pointing the need to take all (cognitive, affective, behavioural andsocial) dimensions into account when analysing the customer brand involvement.

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