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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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 |
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doaj-95df52672f2e48879f26784e011537452021-02-02T04:21:52ZengAOSISSouth African Journal of Business Management2078-55852078-59762009-09-01403213410.4102/sajbm.v40i3.542266Q methodology and the measurement of subjectivity in corporate brand perceptionG. Angelopulo0CENTRUM Católica, Pontificia Universidad Católica del PerúThis 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.https://sajbm.org/index.php/sajbm/article/view/542 |
| collection |
DOAJ |
| language |
English |
| format |
Article |
| sources |
DOAJ |
| author |
G. Angelopulo |
| spellingShingle |
G. Angelopulo Q methodology and the measurement of subjectivity in corporate brand perception South African Journal of Business Management |
| author_facet |
G. Angelopulo |
| author_sort |
G. Angelopulo |
| title |
Q methodology and the measurement of subjectivity in corporate brand perception |
| title_short |
Q methodology and the measurement of subjectivity in corporate brand perception |
| title_full |
Q methodology and the measurement of subjectivity in corporate brand perception |
| title_fullStr |
Q methodology and the measurement of subjectivity in corporate brand perception |
| title_full_unstemmed |
Q methodology and the measurement of subjectivity in corporate brand perception |
| title_sort |
q methodology and the measurement of subjectivity in corporate brand perception |
| publisher |
AOSIS |
| series |
South African Journal of Business Management |
| issn |
2078-5585 2078-5976 |
| publishDate |
2009-09-01 |
| description |
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. |
| url |
https://sajbm.org/index.php/sajbm/article/view/542 |
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AT gangelopulo qmethodologyandthemeasurementofsubjectivityincorporatebrandperception |
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