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Advertising between Archetype and Brand Personality

Author

Listed:
  • Clemens Bechter

    (Thammasat Business School, Thammasat University, Tha Prachan, 10200 Bangkok, Thailand)

  • Giorgio Farinelli

    (EuroMBA, Tongersestraat 49, 6211 LM Maastricht, the Netherlands)

  • Rolf-Dieter Daniel

    (European Association for Business and Commerce, 1 Empire Tower, Sathorn Road, 10120 Bangkok, Thailand)

  • Michael Frey

    (Faculty of Humanities, University of Freiburg, Friedrichstr 39, 79098 Freiburg, Germany)

Abstract

The aim of the paper is the alignment of C.G. Jung’s (1954) archetypes and Aaker’s (1997) brand personality framework in the context of advertising. C.G. Jung’s theories had a tremendous impact on psychology. David Aaker and his daughter Jennifer are seen by many as the branding gurus. Despite the fact that both frameworks refer to persons/personalities there is no publication linking the two frameworks. Our research tried to fill this gap by developing a joint framework combining Jung’s and Aaker’s attributes and apply it by analyzing two distinctively different TV commercials from Asian hotel chains. A total of 102 Executive MBA students had to watch both TV commercials and then conduct an Archetype (C.G. Jung) Indicator test and rate Brand Personality (Aaker) traits of the two commercials. Results show that there is common ground. This has implications for advertisers who may want to specify an archetype and related personality attributes for their promotional campaigns. Game changers in the hospitality sector may want to be seen as Outlaw whereas established hotel chains may position themselves as Lover with personality attributes such as welcoming, charming, and embraced.

Suggested Citation

  • Clemens Bechter & Giorgio Farinelli & Rolf-Dieter Daniel & Michael Frey, 2016. "Advertising between Archetype and Brand Personality," Administrative Sciences, MDPI, vol. 6(2), pages 1-11, June.
    • Handle: RePEc:gam:jadmsc:v:6:y:2016:i:2:p:5-:d:72389
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    References listed on IDEAS

    as
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    2. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    3. Richter, Nicole Franziska & Hauff, Sven & Schlaegel, Christopher & Gudergan, Siegfried & Ringle, Christian M. & Gunkel, Marjaana, 2016. "Using Cultural Archetypes in Cross-cultural Management Studies," Journal of International Management, Elsevier, vol. 22(1), pages 63-83.
    4. Scott, Linda M, 1994. "The Bridge from Text to Mind: Adapting Reader-Response Theory to Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 461-480, December.
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    Cited by:

    1. de Kerviler, Gwarlann & Ardelet, Caroline & Slavich, Barbara, 2022. "Ethical judgments of sexualized ads featuring Women: The role of identification with feminine archetypes," Journal of Business Research, Elsevier, vol. 142(C), pages 899-913.
    2. Moravcikova Dominika & Krizanova Anna & Svabova Lucia, 2018. "Evaluation of the Effectiveness of Selected Slovak Brands on the Principle of DEA Models with the Possibility to Optimise them," Economics and Culture, Sciendo, vol. 15(1), pages 22-34, June.

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