Advertising between Archetype and Brand Personality

Clemens Bechter, Giorgio Farinelli, Rolf-Dieter Daniel and Michael Frey
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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

Administrative Sciences, 2016, vol. 6, issue 2, 1-11

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.

Keywords: archetypes; promotion; branding; brand personality traits; positioning of hotels (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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