@article {4820,
	title = {In Search of Ecological Norms in Brand Personality Diagnostics},
	journal = {Central European Management Journal},
	volume = {25},
	year = {2017},
	month = {2017},
	pages = {2-15},
	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.},
	issn = {2658-0845 },
	doi = {10.7206/jmba.ce.2450-7814.186},
	url = {https://mbace.eu/resources/html/article/details?id=143810},
	author = {Gorbaniuk, Oleg and Wilczewski, Micha{\l}}
}
