a mixed method approach to understanding brand personality
Post on 02-Apr-2015
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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
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