African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 159

Full Length Research Paper

Function of projective techniques in improving brand personality

Makarand Upadhyaya
  • Makarand Upadhyaya
  • College of Business Management, Jazan University, Jazan, Saudi Arabia.
  • Google Scholar

  •  Accepted: 31 December 2012
  •  Published: 31 January 2013


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


Key words: Brand personality enhancement, sources of brand personality, brand personality dimensions, SWOCC scale.