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...
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doaj-073d37669ced4885a39d8cd30b6407f82020-11-24T21:21:00ZengKozminski UniversityJournal of Management and Business Administration, Central Europe2450-78142450-88292017-03-0125121510.7206/jmba.ce.2450-7814.186In Search of Ecological Norms in Brand Personality DiagnosticsOleg Gorbaniuk0Michał Wilczewski1John Paul II Catholic University of LublinUniversity of WarsawPurpose: 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.http://mbace.eu/resources/html/article/details?id=143810brand personalitysymbolic beneftsecological levelnormalizationquantitative research |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Oleg Gorbaniuk Michał Wilczewski |
spellingShingle |
Oleg Gorbaniuk Michał Wilczewski In Search of Ecological Norms in Brand Personality Diagnostics Journal of Management and Business Administration, Central Europe brand personality symbolic benefts ecological level normalization quantitative research |
author_facet |
Oleg Gorbaniuk Michał Wilczewski |
author_sort |
Oleg Gorbaniuk |
title |
In Search of Ecological Norms in Brand Personality Diagnostics |
title_short |
In Search of Ecological Norms in Brand Personality Diagnostics |
title_full |
In Search of Ecological Norms in Brand Personality Diagnostics |
title_fullStr |
In Search of Ecological Norms in Brand Personality Diagnostics |
title_full_unstemmed |
In Search of Ecological Norms in Brand Personality Diagnostics |
title_sort |
in search of ecological norms in brand personality diagnostics |
publisher |
Kozminski University |
series |
Journal of Management and Business Administration, Central Europe |
issn |
2450-7814 2450-8829 |
publishDate |
2017-03-01 |
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. |
topic |
brand personality symbolic benefts ecological level normalization quantitative research |
url |
http://mbace.eu/resources/html/article/details?id=143810 |
work_keys_str_mv |
AT oleggorbaniuk insearchofecologicalnormsinbrandpersonalitydiagnostics AT michałwilczewski insearchofecologicalnormsinbrandpersonalitydiagnostics |
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1726001690048462848 |