One set of consumers, during a focus group session, indicated that Dell computers reminded them of a surfer, Apple Computer was equated to a mad-scientist, and IBM computers to Scrooge from the Dickens' tale. Which of the following qualitative research approaches matches to the approach described above?

Question

Quizplus · Accepted Answer

Brand personification is the qualitative research approach that matches the description given above. This approach involves assigning human characteristics or personalities to a brand. In this case, the focus group participants associated specific computer brands with certain human personas, such as a surfer or a mad-scientist, which is an example of brand personification.

One Set of Consumers, During a Focus Group Session, Indicated