A márkázás hatásainak vizsgálata a fogyasztói magatartásra két FMCG vállalat példáján keresztül

Abstract

Over the last few years, companies have realised the significance of the image they represent and besides building the brands of their products, they started to concentrate on forming the brand of the company.We wanted to examine the world of corporate brands at two FMCG (fast moving consumer goods) companies. The aim of there search was to discover the connection between consumers and brands, product brands and corporate brands; how corporate brand influences customers during purchased ecision making. The effect of consumers’ knowledge was also observed about the companies on consumers’ habits. We have assumed that from the viewpoint of some customers, choosing among several products is often based on the perception of the brands and products alone and it has little to do with the corporate brand. Although, if one of the companies has a strong corporate brand, an idea built around it, and its message is communicated effectively, when it comes down topic king sides, the brand of the company could be essential to decision making.