Komunikowanie sposobów redukowania ryzyka konsumenckiego w procesie budowy zaufania do marek własnych detalistów
Communicating the Ways of Reducing Consumer Risk in the Process of Building Trust to Retailers Brands

Summary/Abstract: Trust to brand can be recognized in terms of different kinds of risks perceived by consumers, including functional, physical, financial, social, psychological and temporal risk. The lower the risk perceived, the greater trust to the brand. The aim of the article is to present ways of reducing consumer risk used by modern retailers in the process of building trust to their brands. The author of the article formulated a thesis that modern retailers are recognizing the need to create a certain level of trust in relation to their brands and take a number of actions in the area of marketing communication to reduce consumer risk. The purpose of the article is based on the analyses of current research results and in-depth studies of domestic and foreign literature, as well as on author’s own observations of market practices.

• Details
• Contents