In Search of Ecological Norms in Brand Personality Diagnostics
2017 25 (1) Central European Management Journal
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.
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)
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.
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.