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.
Highlights
Q methodology was initially developed in 1935 in order to identify the subjective opinions that exist on defined topics amongst specified individuals or groups
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
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
Summary
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. 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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