In Search of Ecological Norms in Brand Personality Diagnostics
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 participant...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Kozminski University
2017-03-01
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| Series: | Journal of Management and Business Administration, Central Europe |
| Subjects: | |
| Online Access: | http://mbace.eu/resources/html/article/details?id=143810 |