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...

Driven by the competitive environment in fashion business, marketers have realized that creating a favorable brand image is a key to win larger market share. This paper examines the influence of brand personality on advertising response in fashion lifestyle branding context. The research was...