In Search of Ecological Norms in Brand Personality Diagnostics

Gorbaniuk Oleg () and Wilczewski Michał ()
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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

Journal of Management and Business Administration. Central Europe, 2017, vol. 25, issue 1, 2-15

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.

Keywords: brand personality; symbolic benefits; ecological level; normalization; quantitative research; goods and services (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/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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