Abstract: Every year, the global retail industry loses billions of dollars due to the product returns. Despite this, too little attention in the literature has been paid to examine customers' intentions to return and the associated implications. As the subject of returns is broad and multifaceted, this article attempts to analyze one of the many aspects of the returns policy, namely the impact of the pro-consumer returns policy on brand recognition. The research process related to the collection of primary data consisted of two stages: pilot and proper studies. The research shows that brands that notice the need to introduce a pro-consumer return system by extending the return period and introducing a more efficient system for managing the process of accepting them, derive more and more benefits in the form of increasing brand recognition.
Keywords: Return policies; Brand recognition; Pro-consumer returns system; Customer satisfaction
Recieved: 25.04.2021 Accepted: 10.09.2021 UDC: 003.65