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 …) Indicator test and rate Brand Personality (Aaker) traits of the two commercials. Results show that there is common ground. This …

Recently, scholars suggested that brands can leverage their sales by developing advertisements through identifying the … understanding this phenomenon that how presentation and message manifested with cultural orientation in luxury brand advertisement … assertiveness appeals that have been frequently used in luxury brands to compare their effectiveness across cultures. To that end …