Kluczowe czynniki budowania wizerunku marki firm rodzinnych branży meblarskiej
Key Factors for Brand Building of Family Businesses in the Furniture Industry

Summary/Abstract: The article presents theories on building the brand image with particular attention to family businesses operating in the furniture industry. It shows the results of research carried out in this area by other researchers and published in the pages of scientific journals. The authors refer the results of the research to the Polish reality and formulate own conclusions.

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