Original Research

Q methodology and the measurement of subjectivity in corporate brand perception

G. Angelopulo
South African Journal of Business Management | Vol 40, No 3 | a542 | DOI: https://doi.org/10.4102/sajbm.v40i3.542 | © 2018 G. Angelopulo | This work is licensed under CC Attribution 4.0
Submitted: 10 October 2018 | Published: 30 September 2009

About the author(s)

G. Angelopulo, CENTRUM Católica, Pontificia Universidad Católica del Perú, Peru

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Abstract

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.

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