citation_author
Gorbaniuk, Oleg
citation_volume
25
citation_author
Wilczewski, Michał
citation_publication_date
2017
citation_title
In Search of Ecological Norms in Brand Personality Diagnostics
citation_pdf_url
https://repozytorium.kozminski.edu.pl/pl/system/files/Gorbaniuk_Wilczewski_1_2017.pdf
citation_issue
1
citation_journal_title
Central European Management Journal
citation_issn
2658-0845
citation_firstpage
2
citation_lastpage
15
dcterms.title
In Search of Ecological Norms in Brand Personality Diagnostics
dcterms.creator
Gorbaniuk
dcterms.subject
brand personality, symbolic benefits, ecological level, normalization, quantitative research, goods and services
dcterms.description
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. Keywords: brand personality, symbolic benefts, ecological level, normalization, quantitative research, goods and services.
dcterms.contributor
Gorbaniuk
dcterms.date
2017
dcterms.type
Text
dcterms.format
text/html
dcterms.identifier
https://repozytorium.kozminski.edu.pl/pl/pub/4820
dcterms.abstract
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. Keywords: brand personality, symbolic benefts, ecological level, normalization, quantitative research, goods and services.
dcterms.language
en
dcterms.modified
2020-06-02T23:13+02:00