Q methodology and the measurement of subjectivity in corporate brand perception
South African Journal of Business Management
| Field | Value | |
| Title | Q methodology and the measurement of subjectivity in corporate brand perception | |
| Creator | Angelopulo, G. | |
| Description | This paper reviews Q methodology and its application in an area of business research in which subjectivity is of considerable importance – that of corporate brand perception. More specifically, it explores the dimension of corporate brand perception that is directly related to the consumption and utilisation of the brand. The consumption-specific dimension of corporate brand perception is conceptualised as the ‘solution meaning of the corporate brand’, and the process of identifying the solution meaning with the aid of Q methodology is described and applied in a case study. | |
| Publisher | AOSIS | |
| Date | 2009-09-30 | |
| Identifier | 10.4102/sajbm.v40i3.542 | |
| Source | South African Journal of Business Management; Vol 40, No 3 (2009); 21-34 2078-5976 2078-5585 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://sajbm.org/index.php/sajbm/article/view/542/470
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