The purpose of this paper is to examine four finest perfume brands. Two metaphor based\r\npersonification methods-mood-boards and job-sorting are employed to study the association that the\r\nparticipants have with the brands. Both methods use open ended assignments to decipher how\r\nparticipants think or feel about the research object in question. The study analyses the congruent\r\nvalidity of the two methods and differences in their ability to personify the chosen brands of deu. Both\r\nmethods yielded almost similar outcomes, thereby reiterating that the two methods possess congruent\r\nvalidity. The latter part of the paper analyses the brand personality characteristics that were connected\r\nto the celebrities and jobs, as identified in the mood-boards and job-sorting exercise respectively.\r\nSWOCC Brand Personality Scale, which is a further elaboration of Aaker�s brand personality research,\r\nwas used to provide a list of the personality characteristics.
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