Original Research
Q methodology and the measurement of subjectivity in corporate brand perception
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
Submitted: 10 October 2018 | Published: 30 September 2009
About the author(s)
G. Angelopulo, CENTRUM Católica, Pontificia Universidad Católica del Perú, PeruFull Text:
PDF (136KB)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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