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.


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.


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


NA - Advances in Consumer Research Volume 35 | 2008

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