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