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Erscheinungsjahr: 
2009
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[Journal:] South African Journal of Business Management [ISSN:] 2078-5976 [Volume:] 40 [Issue:] 3 [Publisher:] African Online Scientific Information Systems (AOSIS) [Place:] Cape Town [Year:] 2009 [Pages:] 21-34
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African Online Scientific Information Systems (AOSIS), Cape Town
Zusammenfassung: 
This 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.
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