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Gorbaniuk Oleg (John Paul II Catholic University of Lublin, Poland), Wilczewski Michał (University of Warsaw, Poland; Copenhagen Business School, Denmark)
In Search of Ecological Norms in Brand Personality Diagnostics
Journal of Management and Business Administration. Central Europe, 2017, vol. 25, nr 1, s. 2-15, rys., tab., bibliogr. 30 poz.
Marka, Wizerunek marki, Normalizacja, Normy ekologiczne
Brand, Brand image, Normalization, Ecological standards
JEL Classification: M31, C18, D12, E21
summ., This paper is supported by the National Science Centre's grant [DEC-2011/01/B/ HS4/05178] to Oleg Gorbaniuk and by the Mobility Plus program of the Polish Ministry of Science and Higher Education [1310/MOB/IV/2015/0] to Michał Wilczewski
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. (original abstract)
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