Q methodology and the measurement of subjectivity in corporate brand perception

Resumen

AbstractThis 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.