impact on consumers' perceptions of psychological ownership, brand trust and brand attitude. Notably, the customer …'s psychological ownership, brand trust, and brand attitude significantly mediate celebrity endorsement and luxury brand purchase …, brand trust, and brand attitude) that can significantly enhance customer's confidence and purchase intentions of luxury …

The aim of the paper is the alignment of C.G. Jung's (1954) archetypes and Aaker's (1997) brand personality framework …) Indicator test and rate Brand Personality (Aaker) traits of the two commercials. Results show that there is common ground. This …