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DOI :10.5152/iujsb.2017.002   IUP :10.5152/iujsb.2017.002    Full Text (PDF)

Building Brand Personality via Advertising: Can Consumers Make Sense of Archetypes ?

Volkan Yakın, Canan Ay

Creating brand personality is one of the goals each and every marketing manager aims to achieve because it contributes highly to the overall success of the brand. This work elaborates on the relationship between brand personality and advertising by exploring the ways in which adverts can be successfully used to develop brand personality. The article first focuses on Archetype modelling which is one of the innovative ways of generating brand personality and then explores this technique through qualitative and quantitative methods. The article uses the most successful 10 global airlines adverts, identifies the primary archetypes they used in their commercials and verifies this conducting an online survey with 390 respondents. The research finds out that the majority of airline companies successfully use caregiver and jester archetypes in their commercials. The article also provides indicators for each of the archetypes used in the commercials and verifies their reliability through the survey where participants were consistently able to correctly identify the indicators with nominated archetype for each commercial as presented to them.

Keywords: Advertisement, Brand Personality, Transfer Model, Collective Unconscious, Archetype
DOI :10.5152/iujsb.2017.002   IUP :10.5152/iujsb.2017.002    Full Text (PDF)

Reklamlarla Marka Kişiliği Geliştirmek: Arketipler Tüketicileri Yakalayabiliyor Mu?

Volkan Yakın, Canan Ay

Markanın başarısına önemli bir katkı sağlaması nedeniyle marka kişiliği geliştirebilmek tüm pazarlama yöneticilerinin ulaşmak istedikleri önemli bir hedef olmaktadır. Bu çalışmada marka kişiliğinin reklamla ilişkisi açıklanarak, reklamlar aracılığıyla marka kişiliği geliştirmek istendiğinde kullanılabilecek, yenilikçi bir yaklaşım sunan ve alternatif modellerden biri olan arketip modeli, gerçekleştirilen nitel ve nicel uygulamalar sonucu değerlendirilmiştir. Dünya havacılık sektörünün en başarılı on firmasına ait global reklamın analizi ve 390 öğrenci katılımcı üzerinde yürütülen online araştırmaların sonucunda bu firmaların reklamlarında öncelikle marka kişilik arketiplerinden faydalandıkları belirlenmiştir. Reklamlarda ağırlıklı olarak yardımsever ve soytarı/şakacı arketiplerinin kullanıldığı görülmüş ve ilgili reklamlarda kullanılan tüm arketiplere ilişkin göstergeler tespit edilerek bu göstergelerin katılımcılar tarafından doğru bir şekilde algılanabildiği bulgulanmıştır.

Keywords: Reklam, Marka Kişiliği, Transfer Modeli, Kolektif Bilinçdışı, Arketip

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APA

Yakın, V., & Ay, C. (2017). Building Brand Personality via Advertising: Can Consumers Make Sense of Archetypes ?. Istanbul Business Research, 46(2), 161-178. https://doi.org/10.5152/iujsb.2017.002


AMA

Yakın V, Ay C. Building Brand Personality via Advertising: Can Consumers Make Sense of Archetypes ?. Istanbul Business Research. 2017;46(2):161-178. https://doi.org/10.5152/iujsb.2017.002


ABNT

Yakın, V.; Ay, C. Building Brand Personality via Advertising: Can Consumers Make Sense of Archetypes ?. Istanbul Business Research, [Publisher Location], v. 46, n. 2, p. 161-178, 2017.


Chicago: Author-Date Style

Yakın, Volkan, and Canan Ay. 2017. “Building Brand Personality via Advertising: Can Consumers Make Sense of Archetypes ?.” Istanbul Business Research 46, no. 2: 161-178. https://doi.org/10.5152/iujsb.2017.002


Chicago: Humanities Style

Yakın, Volkan, and Canan Ay. “Building Brand Personality via Advertising: Can Consumers Make Sense of Archetypes ?.” Istanbul Business Research 46, no. 2 (May. 2024): 161-178. https://doi.org/10.5152/iujsb.2017.002


Harvard: Australian Style

Yakın, V & Ay, C 2017, 'Building Brand Personality via Advertising: Can Consumers Make Sense of Archetypes ?', Istanbul Business Research, vol. 46, no. 2, pp. 161-178, viewed 3 May. 2024, https://doi.org/10.5152/iujsb.2017.002


Harvard: Author-Date Style

Yakın, V. and Ay, C. (2017) ‘Building Brand Personality via Advertising: Can Consumers Make Sense of Archetypes ?’, Istanbul Business Research, 46(2), pp. 161-178. https://doi.org/10.5152/iujsb.2017.002 (3 May. 2024).


MLA

Yakın, Volkan, and Canan Ay. “Building Brand Personality via Advertising: Can Consumers Make Sense of Archetypes ?.” Istanbul Business Research, vol. 46, no. 2, 2017, pp. 161-178. [Database Container], https://doi.org/10.5152/iujsb.2017.002


Vancouver

Yakın V, Ay C. Building Brand Personality via Advertising: Can Consumers Make Sense of Archetypes ?. Istanbul Business Research [Internet]. 3 May. 2024 [cited 3 May. 2024];46(2):161-178. Available from: https://doi.org/10.5152/iujsb.2017.002 doi: 10.5152/iujsb.2017.002


ISNAD

Yakın, Volkan - Ay, Canan. “Building Brand Personality via Advertising: Can Consumers Make Sense of Archetypes ?”. Istanbul Business Research 46/2 (May. 2024): 161-178. https://doi.org/10.5152/iujsb.2017.002



TIMELINE


Submitted17.03.2016
Last Revision19.09.2017
Accepted24.10.2017

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