Profiling the Brand Personality of Specific Brands

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.



Citation:

Annie Peng Cui, Paul J. Albanese, Robert D. Jewell, and Michael Y. Hu (2008) ,"Profiling the Brand Personality of Specific Brands", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 534-541.

Authors

Annie Peng Cui, Kent State University
Paul J. Albanese, Kent State University
Robert D. Jewell, Kent State University
Michael Y. Hu, Kent State University



Volume

NA - Advances in Consumer Research Volume 35 | 2008



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