Purpose: Since it is hard for consumers to express their feelings and views regarding brand images, market researchers increasingly use projective and enabling techniques to collect rich and meaningful data. The purpose of this paper is to describe the development and use of two methods of brand image research based on personification. Both methods were used to investigate the personality of four beer brands.Design/methodology/approach: The first method was based on mood boards: participants were asked to make collages of celebrity photographs representing the beer brands (n=16). The second method used a job‐sorting task: participants were asked to connect jobs with the beer brands (n=100). The results of both methods were related to a list of brand personality traits.Findings: Holistic interpretations of the mood boards and the jobs associated with the beer brands reveal highly similar results among the two methods, which strongly discriminate between the four beer brands. A translation of these findings to scores on personality dimensions further underlines the similarity of the two methods used, but does not convincingly distinguish between the four beer brands.Research limitations/implications: The similarities in the results underline the congruent validity of the two methods. The observation that the two methods lose their discriminating value when holistic impressions are translated to personality dimensions scores calls for more research into the way projective research data may be interpreted and used.Originality/value: This study is a first attempt to compare the results of two different but related projective techniques for brand image research. It demonstrates the importance of methodological research in this area.

Studies into the factors influencing first-time monetary donation intention abound. However, the determinants of repeat donation intention have not yet received significant attention within the academic community. For this study, a survey was implemented with residents of two cities in the eastern part of the Netherlands to determine the factors influencing their repeat donation intention. The study shows that respondents’ intention to continue donating to a charitable organization is predicated on their positive experience with that organization. Furthermore, this repeat donation is also influenced by respondents’ affinity with the cause of the charitable organization, their trust in the organization, and the organization’s positive reputation. The perceived risk of donating negatively influences repeat donation intention. It is surprising, however, that a sense of moral obligation to help others does not impact respondents’ intention to continue donating.