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Administrative Sciences, Volume 6, Issue 2

June 2016 - 2 articles

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Article

18 Citations

22,480 Views

11 Pages

Advertising between Archetype and Brand Personality

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

Adm. Sci.2016, 6(2), 5;https://doi.org/10.3390/admsci6020005

21 June 2016

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...

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