Publikacja:
In Search of Ecological Norms in Brand Personality Diagnostics
Data
2017
Artykuł
Przeszukaj czasopismo| cris.legacyid | 4820 |
| cris.virtual.journalance | #PLACEHOLDER_PARENT_METADATA_VALUE# |
| cris.virtualsource.journalance | dc92c553-0411-4522-97d5-b7ef33169392 |
| dc.abstract.pl | Purpose: The aim of this study is to determine a structure of brand personality at an ecological level and to develop norms for positioning a particular brand in relation to other brands by means of brand personality scales. Methodology: We present the results of a study in which 1,642 participants aged 15 to 82 (mean 35.3; 51.9% females) were involved. Each respondent marked three to four brands from different categories of goods and services on a 20-item adjectival list for measuring brand personality. As a result, 6,548 descriptions of 224 brands from 46 categories were collected. Findings: Our analyses show that the structure of the differences among brand personalities on the Polish market can be described in terms of four dimensions: competence, spontaneity, subtlety, and egoism. The established dimensions explain 85% of the variance. A distribution of the results within the scales applied served as a basis for establishing specifc norms for each of the four scales. Limitations: The norms established have a country-level character and are inclusively adequate and reliable for companies that purchase products and services on the Polish market. Originality: Our study presents a new, ecological approach to thinking about brands. Namely, it enables a more precise determination of the position of a certain brand in relation to many other competing brands and allows for a more effcient use of the potential for constructing brand personality. |
| dc.contributor.affiliation | Katolicki Uniwersytet Lubelski Jana Pawła II |
| dc.contributor.affiliation | University of Warsaw |
| dc.contributor.author | Oleg Gorbaniuk |
| dc.contributor.author | Michał Wilczewski |
| dc.date.accessioned | 2025-07-25T16:00:55Z |
| dc.date.available | 2025-07-25T16:00:55Z |
| dc.date.issued | 2017 |
| dc.date.published | 2017 |
| dc.description.issue | 1 |
| dc.description.physical | 2-15 |
| dc.description.volume | 25 |
| dc.identifier.doi | 10.7206/jmba.ce.2450-7814.186 |
| dc.identifier.issn | 2658-0845 |
| dc.identifier.uri | https://repozytorium.kozminski.edu.pl/handle/item/1591 |
| dc.language | en |
| dc.relation.ispartof | Central European Management Journal |
| dc.relation.pages | 2-15 |
| dc.rights | CC-BY-NC-ND-4.0 |
| dc.subject | brand personality |
| dc.subject | symbolic benefits |
| dc.subject | ecological level |
| dc.subject | normalization |
| dc.subject | quantitative research |
| dc.subject | goods and services |
| dc.title | In Search of Ecological Norms in Brand Personality Diagnostics |
| dc.type | Article |
| dspace.entity.type | Publication |