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.