Warianty tytułu
Języki publikacji
Abstrakty
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)
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)
Rocznik
Tom
Numer
Strony
2-15
Opis fizyczny
Twórcy
autor
- John Paul II Catholic University of Lublin, Poland
autor
- University of Warsaw, Poland; Copenhagen Business School, Denmark
Bibliografia
- 1. Aaker, J.L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34: 347-356, http://dx.doi.org/10.2307/3151897
- 2. Aaker, J.L., Benet-Martínez, V. and Garolera, J. (2001). Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs. Journal of Personality and Social Psychology, 81: 492-508, http://dx.doi.org/10.1037/0022-3514.81.3.492
- 3. Alvarez, C. and Fournier, S. (2016). Consumers' relationships with brands. Current Opinion in Psychology, 10: 129-135, doi:10.1016/j.copsyc.2015.12.017
- 4. Ambroise, L. and Valette-Florence, P. (2010). The Brand Personality Metaphor and Inter-product Stability of a Specific Barometer. Recherche et Applications en Marketing, 25: 3-28, http://dx.doi.org/10.1177/205157071002500201
- 5. Angleitner, A., Ostendorf, F. and John, O.P. (1990). Towards a Taxonomy of Personality Descriptors in German: A Psycho-Lexical Study. European Journal of Personality, 4: 89-118, http://dx.doi.org/10.1002/per.2410040204
- 6. Austin, J. R., Siguaw, J. A. and Mattila, A. S. (2003). A Re-Examination of the Generalizability of the Aaker Brand Personality Measurement Framework. Journal of Strategic Marketing, 11: 77-92, http://dx.doi.org/10.1080/0965254032000104469
- 7. Azoulay, A. and Kapferer, J.N. (2003). Do Brand Personality Scales Really Measure Brand Personality? Brand Management, 11: 143-155, http://dx.doi.org/10.1057/palgrave.bm.2540162
- 8. Bernstein, I.H., Garbin, C.P. and Teng G.K. (2012). Applied Multivariate Analysis. New York: Springer-Verlag. doi: 10.1007/978-1-4613-8740-4 View Article •
- 9. Bosnjak, M. and Brand, C. (2008). The Impact of Undesired Self-Image Congruence on Consumption-Related Attitudes and Intentions. International Journal of Management, 25: 673-683.
- 10. Bosnjak, M., Bochmann, V. and Hufschmidt, T. (2007). Dimensions of Brand Personality Attributions: A Person-Centric Approach in the German Cultural Context. Social Behavior and Personality, 35: 303-316, http://dx.doi.org/10.2224/sbp.2007.35.3.303
- 11. Caballero, R.J. (1991). A Fallacy of Composition (No. w3735). Cambridge, MA: National Bureau of Economic Research. doi: 10.3386/w3735 View Article •
- 12. Denoue, M. and Saykiewicz, J.N. (2009). Brand Loyalty as a Tool of Competitive Advantage. Master of Business Administration, 17: 36-45.
- 13. 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.
- 14. 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, http://dx.doi.org/10.1002/mar.20658
- 15. Geuens, M., Weijters, B. and De Wulf, K. (2009). A New Measure of Brand Personality. International Journal of Research in Marketing, 26: 97-107, http://dx.doi.org/10.1016/j.ijresmar.2008.12.002
- 16. Gorbaniuk, O. (2011). Personifikacja marki: perspektywa psychologiczna i marketingowa. Lublin: Wydawnictwo KUL. doi: 10.12775/llp.2016.024 View Article •
- 17. 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
- 18. 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
- 19. Gwin, C.F. and Gwin, C.R. (2003). Product Attributes Model: A Tool for Evaluating Brand Positioning. Journal of Marketing theory and Practice, 11(2): 30-42.
- 20. Kumar, A. and Venkatesakumar, R. (2015). Creating a Business-Media Brand Personality Scale. International Journal of Business and Social Science, 6: 50-61.
- 21. 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
- 22. Plummer, J.T. (1985). How Personality Makes a Difference. Journal of Advertising Research, 24(6): 27-31.
- 23. Robinson, W.S. (1950). Ecological Correlations and the Behavior of Individuals. American Sociological Review, 15, 351-357, http://dx.doi.org/10.2307/2087176
- 24. Rojas-Méndez, J., Erenchun-Podlech, I. and Silva-Olave, E. (2004). The Ford Brand Personality in Chile. Corporate Reputation Review, 7: 232-251.
- 25. Saucier, G. (2009). Semantic and Linguistic Aspects of Personality. In: P.J. Corr and G. Matthews (eds.), The Cambridge Handbook of Personality Psychology (pp. 379-399). Cambridge: Cambridge University Press, http://dx.doi.org/10.1207/s15327663jcp1504_8
- 26. Sung, Y. and Tinkham, S.F. (2005). Brand Personality Structures in the United States and Korea: Common and Culture-Specific Factors. Journal of Consumer Psychology, 15: 334-350, http://dx.doi.org/10.1207/s15327663jcp1504_8
- 27. 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
- 28. Supphellen, M. and Gronhaug, K. (2003). Building Foreign Brand Personalities in Russia: The Moderating Effect of Consumer Ethnocentrism. International Journal of Advertising, 22: 203-226.
- 29. 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
- 30. Tong, X. and Su, J. (2014). Exploring the Personality of Sportswear Brands. Sport, Business and Management: An International Journal, 4: 178-192, http://dx.doi.org/10.1108/SBM-08-2012-0032
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171481126
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