Brand Management: Research, theory and practice

consumption of brands for their symbolic benefits – often qualitative research
is perceived to better capture the nature of consumption behaviour. This is why
quantitative research methods are often used in combination with qualitative
methods. Often qualitative methods are used to ensure a deep understanding of
the phenomena before a quantitative research method with aim of generating
generalizable results is developed. Aaker solved this problem by combining the
quantitative study with qualitative methods in the exploratory phase – free
association method was used to ensure that the personality trait list generated
from the theoretical reviews of human personality theory was complete and
accurate to explain brand personality. Free association methods, photo-sorting
techniques or in-depth interviews are often combined with quantitative
approaches in the personality approach to respond to the dilemma of
commercial research into consumer behaviour and perceptions and the need to
generate generalizable results.

Summary

Quantitative studies and questionnaires are at the heart of the data and methods
used in the personality approach. The methods used to uncover brand personality
are derived from psychology and involve measuring what personality consumers

The personality approach 137

Box 7.5 ‘Six steps’ method of exploring and measuring brand personality

• Set up a qualitative study of the personality traits that people ascribe to
  the brand. Gather a complete list of all personality traits mentioned
  from all relevant shareholders.


• Reduce the number of relevant traits by narrowing down the field. This
  can be done by using a scaling technique where respondents are asked
  to judge how well a trait describes a brand on a seven-point scale
  ranging from 1 (not at all descriptive) to 7 (extremely descriptive).
  Select the traits with an average score of 6 or more.


• Further reduction of the trait number by using factor analysis for the
  aggregate database – to identify the final number of traits (in Aaker’s
  case five brand personality dimensions).


• For every factor (personality dimension) a new factor analysis is done
  to identify traits that accurately describe each dimension in greater
  detail (to ensure rich description of each dimension and a more full
  description of personality).


• Confirm the test results with a new sample of respondents to ensure
  validity of both brand personality dimensions and the accuracy of how
  well the traits describe each dimension.


• If necessary test the results across national cultures to ensure that the
  strategies developed based on the results are applicable internationally,
  or define possible adjustments due the differences in national culture.