Q methodology and the measurement of subjectivity in corporate brand perception
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 ut...
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| Format: | Article |
| Language: | English |
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AOSIS
2009-09-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/542 |