Archetypische Motive in erfolgreichen Werbespots: Eine hypothesenbasierte Forschungsperspektive auf das Konstrukt Markenpersönlichkeit

Sarah Engelhardt, Hans-Michael Ferdinand, Irene Kramer and Jens U. Pätzmann

Markenbrand: Die Strategiequelle - Zeitschrift für Markenstrategie, 2018, issue 6/2018, 32-43

Abstract: Which contribution can archetypal motives in commercials perform regarding a successful customer approach? Basing on the hypothesis that archetypes can contribute to the success of a brand personality, the relevance of archetypes for brand management is demonstrated. Then four successful commercials are analysed with a criteria catalogue concerning archetypal content. The success measurement of the commercials is based on international rankings, like the Festival de Cannes and the views of the respective spots on YouTube. The results show that the majority of the examined commercials have been conducted by use of archetypes.

Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.econstor.eu/bitstream/10419/178313/1/Markenbrand-2018-6-S32-43.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zbw:hnumbr:178313

Access Statistics for this article

Markenbrand: Die Strategiequelle - Zeitschrift für Markenstrategie is currently edited by Jens U. Pätzmann

More articles in Markenbrand: Die Strategiequelle - Zeitschrift für Markenstrategie from Hochschule Neu-Ulm, Kompetenzzentrum Marketing & Branding
Bibliographic data for series maintained by ZBW - Leibniz Information Centre for Economics ().