Publikacja:
Systematization and measurement of perceived changes in consumer’s self-image due to the usage of service brands
Data
2014
Artykuł
Przeszukaj czasopismo| cris.legacyid | 4482 |
| cris.virtual.journalance | #PLACEHOLDER_PARENT_METADATA_VALUE# |
| cris.virtualsource.journalance | dc92c553-0411-4522-97d5-b7ef33169392 |
| dc.abstract.pl | Purpose: The aims of the completed studies were: (1) systematization of perceived positive and negative changes in consumers’ self-image due to the usage of service brands and (2) development of multidimensional tool to measure these changes. Methodology: To accomplish these aims qualitative and quantitative studies were held. In the qualitative study, total number of 318 people aged between 13 and 82 (M = 37,64, SD = 16,69; 47,2% women) were examined by individual interview method, which led to collection of a set of positive (benefi ts) and negative (loses) changes in self-image due to the usage of service brands. This set was later minutely categorized. Based on the results of the categorization, a questionnaire in form of semantic differential was elaborated. Findings: An analysis of the study results led to identifi cation of 9 dimensions of perceived changes in self-image due to the use of service brands. Based on the results, a multidimensional questionnaire to measure changes in self-image was developed, which has very good psychometric indices, taking into account reliability of measure and validity of predicting service brands preference. Practical implications: An innovative, multidimensional tool, useful in practical service brand management was developed. The identified dimensions of perceived changes in consumers’ self-image can make a practical hint of what should be followed in marketing communication. Originality: The results of the study and the developed scales are breaking a long-time deadlock in the theory and methodology of research into relations between self and the brand. |
| dc.contributor.affiliation | Katolicki Uniwersytet Lubelski |
| dc.contributor.author | Oleg Gorbaniuk |
| dc.contributor.author | Aleksandra Maciejewska |
| dc.contributor.author | Aleksandra Kisiel |
| dc.contributor.author | Magdalena Kolańska |
| dc.contributor.author | Justyna Filipowska |
| dc.date.accessioned | 2025-07-25T15:58:57Z |
| dc.date.available | 2025-07-25T15:58:57Z |
| dc.date.issued | 2014 |
| dc.date.published | 2014 |
| dc.description.issue | 2 |
| dc.description.physical | 45-64 |
| dc.description.volume | 22 |
| dc.identifier.doi | 10.7206/mba.ce.2084-3356.98 |
| dc.identifier.issn | 2658-0845 |
| dc.identifier.uri | https://repozytorium.kozminski.edu.pl/handle/item/1488 |
| dc.language | en |
| dc.relation.ispartof | Central European Management Journal |
| dc.relation.pages | 45-64 |
| dc.rights | CC-BY-NC-ND-4.0 |
| dc.subject | usługi |
| dc.subject | wizerunek marki |
| dc.subject | obraz siebie |
| dc.subject | korzyści vs straty |
| dc.subject | wizerunek konsumenta |
| dc.title | Systematization and measurement of perceived changes in consumer’s self-image due to the usage of service brands |
| dc.type | Article |
| dspace.entity.type | Publication |