Yayın: Markaların Kişilik Arketiplerinin Algılanması Üzerine Bir Araştırma
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Tarih
2012-07
Yazarlar
Yakın, Volkan
Ay, İfakat Canan
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayımcı
The Turkish Online Journal of Design Art and Communication
Özet
It is a well known reality that strong brands hold strong personalities. Therefore, building up a
brand personality became an issue of increasing importance in branding efforts - especially in
today's digital age. This paper investigates the perception of brand personality through
personality archetypes, which is related to Jung’s collective unconscious and archetype
theory. For this purpose, an online research was conducted with one hundred college students.
To begin with, the students were informed about the meaning of the twelve personality
archetypes at the online research site. After this introduction, various print advertisements
were presented and the students were asked to indicate which archetypes they perceive in
each print. The results show that different product categories are reflected and represented by
the different archetypes. It is also noted that men and women have different archetype
perceptions for some of the prints.
Açıklama
Anahtar kelimeler
Brand Personality, Archetype, Archetypal Brand Personality, Marka Kişiliği , Prototip , Arketip Marka Kişiliği