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Central European Management Journal

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Year 2014 
Volume 22 
Issue 2

Systematization and measurement of perceived changes in consumer’s self-image due to the usage of service brands

2014 22 (2) Central European Management Journal

DOI 10.7206/mba.ce.2084-3356.98

Abstract

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.

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APA style

Gorbaniuk, O. , Maciejewska, A. , Kisiel, A. , Kolańska, M. , & Filipowska, J.. (2014). Systematization and measurement of perceived changes in consumer’s self-image due to the usage of service brands. Central European Management Journal, 22(2), 45-64. https://doi.org/10.7206/mba.ce.2084-3356.98 (Original work published 2014)

MLA style

Gorbaniuk, O. , et al. “Systematization And Measurement Of Perceived Changes In Consumer’S Self-Image Due To The Usage Of Service Brands”. 2014. Central European Management Journal, vol. 22, no. 2, 2014, pp. 45-64.

Chicago style

Gorbaniuk, Oleg , Aleksandra Maciejewska, Aleksandra Kisiel, Magdalena Kolańska, and Justyna Filipowska. “Systematization And Measurement Of Perceived Changes In Consumer’S Self-Image Due To The Usage Of Service Brands”. Central European Management Journal, Central European Management Journal, 22, no. 2 (2014): 45-64. doi:10.7206/mba.ce.2084-3356.98.