Brand Personality Profiles: a Pick-A-Winner Study of Two Methods

Annie Peng Cui, West Virginia University, USA
Robert Jewell, Kent State University, USA
Jie Xin, Shandong University, China
A considerable amount of attention has been given to the construct of brand personality In consumer behavior research (Aaker, 1997; Sung and Tinkam, 2005). These studies took the traditional survey method and corresponding data analysis approaches (i.e., the R-Method, according to Brown 1999). Cui et al. (2007) demonstrated that the 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. The literature of brand personality suggests both methods can be used to profile the brand personality of a single brand. The goal of this study is to identify which method generates a more accurate and appropriate brand personality profile. The present study contributes to the literature as the first attempt to compare the two methods and demonstrate the pros and cons of each method based on the results from two studies.
[ to cite ]:
Annie Peng Cui, Robert Jewell, and Jie Xin (2009) ,"Brand Personality Profiles: a Pick-A-Winner Study of Two Methods", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 854-854.