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The aim of this paper is to answer the research question: Do the characteristics of Polish brands' websites addressed to the domestic and foreign consumers demonstrate significant differences in terms of the industry specificity?For this purpose, quantitative research was carried out by observing and recording the characteristics of the exporting brands' websites, supplemented with secondary data on Internet traffic and the financial outcomes of the brands' owners. The research community constisted of 402 strongest Polish consumer goods' brands sold in foreign markets.It has been found that the brands of clothing and other fashion-related products and brands of consumer durable goods demonstrate relatively high level of surveyed Web site characteristics and brands of food and cosmetics - the lowest.

polityki europejskie, finanse i marketing/zeszyty naukowe szkoły głównej gospodarstwa wiejskiego w warszawie. polityki europejskie, finanse i marketing

Cechy domen internetowych polskich marek eksportowych a specyfika branży