Profiling the Brand Personality of Specific Brands

被引：0
|
作者：
Cui, Annie Peng [1 ]
Albanese, Paul J. [1 ]
Jewell, Robert D. [1 ]
Hu, Michael Y. [1 ]
机构：
[1] Kent State Univ, Kent, OH USA
来源：
ADVANCES IN CONSUMER RESEARCH, VOL 35 | 2008年 / 35卷
关键词：
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The purpose of the present study is to demonstrate an alternative framework for evaluating the brand personality of a single brand using Q methodology. Q methodology is uniquely suited to measuring the personality of a single brand because it allows the measurement of a subjective construct in a holistic way without reducing the construct to factors. The brand personality profiles are provided for four fast food brands: McDonald's, Burger King, Wendy's and Subway. An interpretation and comparison of these profiles reveal the similarities and differences among these brand personalities in the same product category.
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页码：534 / 541
页数：8
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