A mixed method approach to understanding brand personality

NIDHI SHARMA 9202069

SOUMYA RANJAN JENA 9202080

PRAYAS KUMAR PATRA 9202096

BIBHUTI BHUSAN SETHI 9202108

RAJEEV LOCHAN PATRA 9202121

Introduction

• Purpose is to explore and examine how brand personality affected through qualitative and quantitative research design

• Brand personality recognizes the symbolic and emotional meaning that taps consumer appeal and affects purchase decision

Review of literature

Aeker Brand Personality• Sincerity(wholesome,honest,down to earth)• Excitement(Excitement ,Imaginative ,daring)• Competence(intelligence ,confident)• Sophistication (Charming,glamorous,ruggedness)

Measuring Brand Personality Significance of qualitative and mixed method research

approaches

Methodology

• Item generation• Respondents and data collection• Selection of brands• Coding personality dimensions• Computer aided analysis of qualitative data

Results

Factor Analysis of personality dimensions

Qualitative dimensions of personality

•Overall personality dimensions

•Nike Vs Adidas

•Target Vs Wal-mart

Conclusion

• Lack of correspondence between quantitative and qualitative dimensions of personality

• Qualitative data provides fuller and richer perspective than attained through rating scales

• Mixed approach provides a broader and more complete image

• Managerial implications and applications