Analyzing Brand Personality of Joke Nai Tho Restaurant Using Brand Archetype Approach
Keywords:
brand personality, brand archetype, semiotic analysisAbstract
This study aims to analyze brand personality of Joke Nai Tho Restaurant using Jung’s Brand Archetype framework. We adopt a qualitative content analysis combined with semiotic analysis to examine three sources, utilizing both primary and secondary data collection techniques. Primary data was gathered through in-depth interviews conducted with 14 customers who had visited the restaurant at least once in the past three months and were over 18 years old, as well as the owner of the Joke Nai Tho Restaurant. Using semi-structured interviews and projective techniques. Secondary data was collected from visual and textual content via Facebook page. The findings identified three key brand archetypes that the most frequently observed identified brand archetypes: the Regular Guy, the Caregiver and the Creator. However, while the Regular Guy and the Caregiver archetypes demonstrated consistent information across all three data sources, the Creator archetype presented a divergence between the brand’s owners’ perspective and strong customer perception. This study concludes by discussing the theoretical and practical implications and offers recommendations for future research.
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