During a focus-group session, one set of participants indicated that Dell computers reminded them of a surfer, Apple computers of a mad scientist, and IBM was equated to Ebenezer Scrooge from Charles Dickens's tale, "A Christmas Carol." Which of the following qualitative research approaches relates to the approach described above?
A) projective techniques
B) visualization
C) brand personification
D) laddering
E) brand architecture

Question

Quizplus · Accepted Answer

The approach described above is brand personification, where the brand is personified with a character or personality trait. The participants associated each brand with a different personality type or character.

During a Focus-Group Session, One Set of Participants Indicated That