Brand Archetypes

Abstract

Brand archetypes are a steadily growing but relatively unstudied operationalization of brand persona. This dissertation consists of three papers that examine the current use and potential of brand archetype-driven personas. Chapter One reviews archetypes’ use in branding and empirically examines the archetypal model put forth by Mark and Pearson (2001). Based on consumer perceptions, I propose a refined classification of the twelve archetypes around four new clusters. Chapter Two finds archetype match as an untested predictor of cause-brand fit. Archetype-based cause-brand fit influences consumer responses to cause-brand alliances by increasing perceived authenticity. Finally, Chapter Three posits brand archetypes are an untested predictor of brand extension success. Even when an extension has no obvious fit (e.g., technical expertise), archetype match effectively predicts brand extension success and purchase intentions.