The Electronic Journal of Business Research Methods provides perspectives on topics relevant to research in the field of business and management
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Journal Issue
Volume 7 Issue 1, ECRM 2009 / Dec 2009  pp1‑116

Editor: Ann Brown, Joseph Azzopardi, Frank Bezzina

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Researching Spirituality and Meaning in the Workplace  pp1‑10

Carole Brooke, Simon Parker

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The Research Audit Trial — Enhancing Trustworthiness in Qualitative Inquiry  pp11‑24

Marian Carcary

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Using Personal and Online Repertory Grid Methods for the Development of a Luxury Brand Personality  pp25‑38

Klaus Heine

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Abstract

Interest has been growing in the brand personality concept, because it offers a systematic approach for developing symbolic benefits, which are becoming more and more essential for brand differentiation. Although they are a distinctive feature of luxury brands and often even exceed their functional benefits, there is still no personality concept designed especially for luxury brands. The aim of this article is therefore to develop and implement an appropriate methodology for developing a luxury brand personality. In contrast to the common quantitative approach, the article proposes a qualitative methodology including the Repertory Grid Method (RGM) and explains its benefits. It was implemented with a survey of 31 German millionaires who can be described as heavy luxury consumers. The content analyses of the data uncovered five personality dimensions including, for example, Modernity, which relates to the temporal perspective of a brand. The study extends the RGM areas of application and demonstrates its applicability in developing brand personality dimensions. The validity of the results improves if they are replicated with other studies and with varying research methodologies. To this end, recent developments in Web 2.0 provide a great source of inspiration. As a result, a complementary study was conducted to exploit these opportunities for online RGM and to allow for a more in‑depth understanding about the personality dimensions. The article builds upon an overview of qualitative online research, common online RGM and the idea of Web 2.0 to expand the methodological toolbox with collaborative RGM that allows respondents to build on the input of previous participants. The procedure was simplified in line with the explorative approach and implemented with a specially programmed online tool. The results support the five personality dimensions and give further insights into adequate brand personality traits. The article concludes with a discussion of the results and benefits of collaborative RGM for researchers and marketers. 

 

Keywords: qualitative online research, Repertory Grid Method, Web 2.0, luxury brand, brand identity, brand personality

 

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Research Methods — a Case Example of Participant Observation  pp39‑46

Jessica Iacono, Ann Brown, Clive Holtham

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Claiming the Streets: Feminist Implications of Psychogeography as a Business Research Method  pp47‑54

Deborah Knowles

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Developing a new Perspective on Leadership Theory: From a Tree of Knowledge to a Rhizome of Contingencies  pp55‑66

Chris Mortimer

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Researching Organizational Culture Using the Grounded Theory Method  pp67‑74

Noel Pearse, MacDonald Kanyangale

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Challenges of Multicultural Data Collection and Analysis: Experiences From the Health Information System Research  pp75‑82

Reetta Raitoharju, Eeva Heiro, Ranjan Kini, Martin D'Cruz

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Fact‑Based Understanding of Business Survey Non‑Response  pp83‑92

Karsten Boye Rasmussen, Heiko Thimm

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Googling Companies — a Webometric Approach to Business Studies  pp93‑106

Esteban Romero-Frías

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Mixed Methodology Approach to Place Attachment and Consumption Behaviour: a Rural Town Perspective  pp107‑116

Maria Ryan

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