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In Search of Ecological Norms in Brand Personality Diagnostics

Author

Listed:
  • Gorbaniuk Oleg

    (Institute of Psychology, John Paul II Catholic University of Lublin, Al. Racławickie 14, 20-950-Lublin, Poland)

  • Wilczewski Michał

    (University of Warsaw, Visiting Scholar, Copenhagen Business School, Denmark Poland)

Abstract

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.

Suggested Citation

  • Gorbaniuk Oleg & Wilczewski Michał, 2017. "In Search of Ecological Norms in Brand Personality Diagnostics," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 25(1), pages 2-15, March.
    • Handle: RePEc:vrs:jmbace:v:25:y:2017:i:1:p:2-15:n:1
    DOI: 10.7206/jmba.ce.2450-7814.186
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    References listed on IDEAS

    as
    1. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
    2. Caballero, Ricardo J, 1992. "A Fallacy of Composition," American Economic Review, American Economic Association, vol. 82(5), pages 1279-1292, December.
    3. Jean-Noël Kapferer & Audrey Azoulay, 2003. "Do brand personality scales really measure brand personality?," Post-Print hal-00781544, HAL.
    4. Aaker, Jennifer & Benet-Martinez, Veronica & Garolera, Jordi, 2001. "Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs," Research Papers 1668r, Stanford University, Graduate School of Business.
    Full references (including those not matched with items on IDEAS)

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