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From exploratory research to structural models: A multilevel lexical approach to studying the image of marketing objects

100%
Kolańska-Stronka M., Gorbaniuk O., Wilczewski M.
Przegląd Wschodnioeuropejski
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2020
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vol. 2
131-143
EN
The key problem in studies of marketing objects (e.g., brands, political parties) is the lack of agreement on the universal dimensions through which such objects are perceived, as well as on methodologies allowing their identification. As a result, researchers often use structural models (and instruments) that lack ecological validity. We offer a solution to that problem by presenting a methodology that draws on lexical research and which has allowed researchers to establish universal dimensions of personality perception in psychology. By discussing the theoretical and methodological tenets of the multilevel lexical approach to exploring images of marketing objects, we also overcome another problem of neglecting the hierarchical structure of the phenomena and data.
2
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The measurement, structure, and cross-cultural equivalence of political party perception. Evidence from Poland, Lithuania, and Ukraine

86%
Gorbaniuk O., Wilczewski M., Ivanova A., Bevz H., Gorbaniuk J.
Przegląd Wschodnioeuropejski
|
2021
|
vol. 1
209-224
EN
This paper examines the cross-cultural universality of the structural model of (voter) perception of political parties (PPP) in three ex-communist countries with party-centered systems, but with different economic and cultural backgrounds, and different levels of democracy development. We conducted a confirmatory study of a five-dimensional structure of PPP, which had been established through lexical research, using data from voters in Poland, Lithuania, and Ukraine. The structure involved personality-related dimensions (Strength, Disagreeableness, and Integrity) and non-personality dimensions, such as worldview (Left Wing vs. Right Wing) and evaluation (Backwardness vs. Modernity). The study revealed the configural and metric invariance of the structure of PPP. Its dimensions explain political preferences in each country at the individual level, but also differentiate between PPPs at the between-country level, both in the group of supporters and opponents of political parties. We linked voter perceptions with political preferences by presenting a five-factor model of PPP established on a valid and reliable psychometric inventory.
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