摘要：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 specific 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 efficient use of the potential for constructing brand personality.
