Brand Archetypes Katie Spangenberg A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy University of Washington 2021 Reading Committee: Mark R. Forehand, Chair Nidhi Agrawal Lea Dunn Program Authorized to Offer Degree: Foster School of Business ©Copyright 2021 Katie Spangenberg University of Washington Abstract Brand Archetypes Katie Spangenberg Chair of the Supervisory Committee: Professor Mark R. Forehand Department of Marketing and International Business 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. TABLE OF CONTENTS LIST OF TABLES...................................................................................................................................................... ii LIST OF FIGURES................................................................................................................................................... iii ACKNOWLEDGMENTS..........................................................................................................................................iv CHAPTER 1. BRAND ARCHETYPE-DRIVEN PERSONAS ...............................................................................1 LITERATURE REVIEW..........................................................................................................................................3 STUDY 1A – ARCHETYPE DISTINCTIVENESS...............................................................................................15 STUDY 1B – ARCHETYPES AND PERSONALITY TRAITS............................................................................19 STUDY 2 – ARCHETYPES’ ASSOCIATIONS WITH REAL BRANDS ............................................................22 GENERAL DISCUSSION......................................................................................................................................24 CHAPTER 2. THE EFFECT OF ARCHETYPE-BASED CAUSE-BRAND FIT ON CAUSE-BRAND ALLIANCE SUCCESS .............................................................................................................................................28 CONCEPTUAL REVIEW......................................................................................................................................30 PRETEST 1 – DETERMINING ARCHETYPE-REPRESENTATIVE AND ARCHETYPE- NONREPRESENTATIVE BRANDS.....................................................................................................................41 PRETEST 2 – CAUSE-ARCHETYPE FIT ............................................................................................................43 PRETEST 3 – NONPROFIT FIT WITH BRANDS ...............................................................................................44 STUDY 1 – ARCHETYPE-BASED CAUSE-BRAND FIT...................................................................................47 STUDY 2 – THE MEDIATING ROLE OF PERCEIVED AUTHENTICITY.......................................................51 STUDY 3 – THE MODERATING EFFECT OF SELF-BRAND CONGRUITY ON PERCEIVED AUTHENTICITY ...................................................................................................................................................55 STUDY 4 – SELF-BRAND CONGRUITY’S MODERATING EFFECT OF OVERALL FIT ON PERCEIVED AUTHENTICITY ...................................................................................................................................................59 GENERAL DISCUSSION......................................................................................................................................61 CHAPTER 3. BRAND ARCHETYPES AS A MEASURE OF BRAND EXTENSION FIT ..............................66 CONCEPTUAL REVIEW......................................................................................................................................68 PRETEST 1 –ARCHETYPE-REPRESENTATIVE AND ARCHETYPE-NONREPRESENTATIVE BRANDS 79 PRETEST 2 – PRODUCT-ARCHETYPE FIT.......................................................................................................81 PRETEST 3 – PERCEPTIONS OF BRAND EXTENSION FIT ...........................................................................82 PRETEST 4 – FUNCTIONAL VERSUS SYMBOLIC BRANDS.........................................................................84 STUDY 1 – THE EFECT OF ARCHETYPE MATCH ON BRAND EXTENSION SUCCESS...........................85 STUDY 2 – THE EFFECT OF CONSTRUAL LEVEL ON ARCHETYPE MATCH ..........................................91 GENERAL DISCUSSION......................................................................................................................................94 REFERENCES ..........................................................................................................................................................98 TABLES ...................................................................................................................................................................120 FIGURES .................................................................................................................................................................131 APPENDIX ..............................................................................................................................................................146 i LIST OF TABLES Number Page 1. Brand Archetype Summary..............................................................................................121 2. Predicted Highest Personality Trait for Each Archetype.................................................122 3. Personality Trait Bundles for Each Brand Archetype......................................................123 4. Means for Brand Archetype Representativeness .............................................................125 5. Archetypes and Their Associated Fundamental Human Desire ......................................126 6. Nonprofit Fit Results........................................................................................................127 7. Brand Archetype Clusters and Desires ............................................................................128 8. Nonprofit Fit Results........................................................................................................129 9. Functionality versus Symbolism......................................................................................130 10. Fit Perceptions of Master Gardener Class with Lego and Nerf.......................................131 ii LIST OF FIGURES Number Page 1. Scree Plot Solution Dimensionality.................................................................................132 2. Archetypes’ Multidimensional Scaling Solution ............................................................133 3. Refined Brand Archetype Classification versus Original Classification .....................................................................................................134 4. Conceptual Model – Chapter 2 ........................................................................................135 5. Study 1 Results – Partnership Success.............................................................................136 6. Study 1 Results – Donation Likelihood...........................................................................137 7. Mediating Effect of Perceived Authenticity on Brand Outcomes ...................................138 8. Mediating Effect of Perceived Authenticity on Cause Outcomes ...................................139 9. The Effect of High Versus Low Archetype-Based Cause-Brand Fit on Perceived Authenticity as a Function of Self-Brand Congruity............................140 10. The Effect of High Versus Low Overall Cause-Brand Fit on Perceived Authenticity as a Function of Self-Brand Congruity ......................................141 11. Hypothesis 3 Conceptual Model .....................................................................................142 12. Perceived Fit of the Brand Extension ..............................................................................143 13. Predicted Success of Brand Extension.............................................................................144 14. Likelihood of Buying Brand Extension ...........................................................................145 15. Perceived Fit as a Function of Construal Mindset and Brand Extension Archetype Match.............................................................................................146 iii ACKNOWLEDGMENTS This dissertation was possible only with the unending help of numerous people. First, I must thank my advisor,