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Adm. Sci., Volume 6, Issue 2 (June 2016) – 2 articles

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Open AccessEditorial
The State of Innovation and Entrepreneurship Research
Adm. Sci. 2016, 6(2), 6; https://doi.org/10.3390/admsci6020006 - 21 Jun 2016
Cited by 2 | Viewed by 2448
Abstract
Innovation is informed by the ability to see connections, spot opportunities, and take advantage of them. Full article
(This article belongs to the Special Issue Innovation and Entrepreneurship)
Open AccessArticle
Advertising between Archetype and Brand Personality
Adm. Sci. 2016, 6(2), 5; https://doi.org/10.3390/admsci6020005 - 21 Jun 2016
Cited by 5 | Viewed by 5340
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 [...] Read more.
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. Full article
(This article belongs to the Special Issue Customer Relationship Management and Recent Developments)
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