Projective techniques for brand image dimensionality and using various techniques to investigate and improve the brand personality

• Autorzy: Upadhyaya M.

Warianty tytułu

PL

Techniki projekcyjne wymiarowości wizerunku marki : wielkowymiarowość z wykorzystaniem różnych technik w celu zbadania i poprawienia osobowości marki

• Języki publikacji: EN

Abstrakty

EN

This paper is an attempt to study the effectiveness of projective techniques in exploring the brand image of ego-sensitive brands, possessing minimal functional differentiation. The paper examines four finest perfume brands. Two metaphor based personification methods-mood-boards and job-sorting are employed to study the association that the participants have with the brands. Both the methods are open ended assignments to decipher how participants think or feel about the research object in question. The study analyses the congruent validity of the two methods and differences in their ability to personify the chosen brands of deu. Both the methods yielded almost similar outcomes, thereby reiterating that the two methods possess congruent validity. The latter part of the paper analyses the brand personality characteristics that were connected to the celebrities and jobs thus connected, as identified in the mood-boards and job-sorting exercise respectively. SWOCC Brand Personality Scale, which is a further elaboration of Aaker's brand personality research, was used to provide a list of the personality characteristics. The study however faces a limitation of the failure of the translation from the projective results into personality scores dimensions. This raises a serious concern if it is at all possible to validly translate overall projective data into analytical scores and if it is so then what would be the ideal procedure to do this.

PL

Niniejszy artykuł jest próbą zbadania skuteczności technik projekcyjnych w badaniu wizerunku marek tzw. wrażliwych, posiadających minimum funkcjonalnego zróżnicowania. Dokument ten bada cztery najlepsze marki perfum. Dwie metody, oparte na metodzie personifikacji i sortowania pracy, zostały wykorzystane do badania uczestników będących markami. Obie metody są jednostronnie otwarte w celu przypisania i rozszyfrowania jak uczestnicy myślą o badanym obiekcie lub jakie mają uczucia względem niego. Badanie analizuje zgodność tych dwóch metod i różnic w ich zdolności do uosabiania wybranych marek. Obie metody dały prawie podobne wyniki, tym samym potwierdzając, że obie metody posiadają istotną zgodność. Ostatnia część artykułu analizuje cechy osobowości marki, które są łączone z gwiazdami i miejscami pracy, identyfikowane z wykorzystaniem tablicy inspiracji i rodzaju pracy.

Słowa kluczowe

EN

projective techniques; various techniques

PL

wizerunek marki; osobowość marki; technika; badania projektowe; tablica inspiracji

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2012
• Tom: Vol. 6
• Strony: 89--100
• Opis fizyczny: Bibliogr. 39 poz., tab.

Twórcy

autor

Upadhyaya M.

• Marketing at College of Business Administration, Jazan University, Jazan, Saudi Arabia,

Bibliografia

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