MA (Master of Arts)
Date of Award
Committee Chair or Co-Chairs
Stephen W. Marshall
Carrie Oliveira, Melissa Schrift
Though brands are created and maintained using many different management strategies, market and academic research has offered evidence that brands presenting the strongest personalities are more likely to perform better and resonate longer with consumers. This paper examines the components of brand personality using connections between contemporary branding and 13 classic archetypes. The study also discusses the life cycle of the brand, including development of brand personality and achievement of iconic status in conjunction with archetypal marketing. The research of Faber and Mayer (2009) is the basis for an analysis measuring participant attitudes toward popular brands by matching them with archetypal descriptions and explores possible correlation between product category and archetype. Results show evidence for high levels of participant agreement when categorizing archetypal representations of popular brands as well as consistency across product category. Results are also indicative of a relationship between gender and archetype selection.
Thesis - Open Access
Roberts, Candice, "Exploring Brand Personality through Archetypes." (2010). Electronic Theses and Dissertations. Paper 1691. https://dc.etsu.edu/etd/1691
Copyright by the authors.