en pl
en pl

Central European Management Journal

Zobacz wydanie
Rok 2017 
Tom 25 
Numer 1

In Search of Ecological Norms in Brand Personality Diagnostics

Oleg Gorbaniuk
Katolicki Uniwersytet Lubelski Jana Pawła II

Michał Wilczewski
University of Warsaw

2017 25 (1) Central European Management Journal

DOI 10.7206/jmba.ce.2450-7814.186

Zawartość artykułu

Abstrakt

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.

Powiązania

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  54. Gorbaniuk, O., Maciejewska, A., Kisiel, A., Kolańska, M. and Filipowska, J. (2014). Systematyzacja i pomiar postrzeganych zmian w obrazie siebie konsumentów pod wpływem korzystania z marek usług. Management and Business Administration. Central Europe, 22, 45–64, http://dx.doi.org/10.7206/mba.ce.2084-3356.68 [Google Scholar]
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  56. Kumar, A. and Venkatesakumar, R. (2015). Creating a Business-Media Brand Personality Scale. International Journal of Business and Social Science, 6: 50–61. [Google Scholar]
  57. Moons, I. and De Pelsmacker, P. (2014). Developing Different Types of Anticipated Experience Positioning for Electric Cars. Journal of Brand Management, 21: 216–235, http://dx.doi.org/10.1057/bm.2014.2 [Google Scholar]
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  89. Gorbaniuk, O., Budzińska, A., Owczarek, M., Bożek, E. and Juros, K. (2013). The Factor Structure of Polish Personality-Descriptive Adjectives: An Alternative Psycho-Lexical Study. European Journal of Personality, 27: 304–318, http://dx.doi.org/10.1002/per.1921 [Google Scholar]
  90. Gorbaniuk, O., Maciejewska, A., Kisiel, A., Kolańska, M. and Filipowska, J. (2014). Systematyzacja i pomiar postrzeganych zmian w obrazie siebie konsumentów pod wpływem korzystania z marek usług. Management and Business Administration. Central Europe, 22, 45–64, http://dx.doi.org/10.7206/mba.ce.2084-3356.68 [Google Scholar]
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  93. Moons, I. and De Pelsmacker, P. (2014). Developing Different Types of Anticipated Experience Positioning for Electric Cars. Journal of Brand Management, 21: 216–235, http://dx.doi.org/10.1057/bm.2014.2 [Google Scholar]
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  193. Eisend, M. and Stokburger-Sauer, N.E. (2013). Measurement Characteristics of Aaker’s Brand Personality Dimensions: Lessons to be Learned from Human Personality Research. Psychology and Marketing, 30: 950–958. [Google Scholar]
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  201. Moons, I. and De Pelsmacker, P. (2014). Developing Different Types of Anticipated Experience Positioning for Electric Cars. Journal of Brand Management, 21: 216–235, http://dx.doi.org/10.1057/bm.2014.2 [Google Scholar]
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  208. Sung, Y., Choi, S.M., Ahn, H. and Song, Y.A. (2015). Dimensions of Luxury Brand Personality: Scale Development and Validation. Psychology and Marketing, 32: 121–132, http://dx.doi.org/10.1002/mar [Google Scholar]
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  210. Taranko, T. and Chmielewski, K.J. (2014). Brand as a Source of Value for Its Buyer and Owner. Management and Business Administration. Central Europe, 4: 133–143, http://dx.doi.org/10.7206/mba.ce.2084-3356.125 [Google Scholar]
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APA style

Gorbaniuk, Oleg & Wilczewski, Michał (2017). Gorbaniuk, O. , & Wilczewski, M. . (2017). In Search of Ecological Norms in Brand Personality Diagnostics. Central European Management Journal, 25(1), 2-15. https://doi.org/10.7206/jmba.ce.2450-7814.186 (Original work published 2017)

MLA style

Gorbaniuk, Oleg and Wilczewski, Michał. Gorbaniuk, O. , i M. Wilczewski. „In Search Of Ecological Norms In Brand Personality Diagnostics”. 2017. Central European Management Journal, t. 25, nr 1, 2017, ss. 2-15.

Chicago style

Gorbaniuk, Oleg and Wilczewski, Michał. Gorbaniuk, Oleg , i Michał Wilczewski. „In Search Of Ecological Norms In Brand Personality Diagnostics”. Central European Management Journal, Central European Management Journal, 25, nr 1 (2017): 2-15. doi:10.7206/jmba.ce.2450-7814.186.

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