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.
References
Aaker, D. A. (2009). Beyond functional benefits.http://www.prophet.com/.../articles/Aaker_Beyond%20Functional%20Benefits.p
Akkhudom, A. & Anantachat S. (2010). Developing the concept and measurement of the hero brand archetype in marketing communication. Journal of communication arts faculty of communication arts, Chulalongkorn University, 28(4), 1-20. https://so02.tci-thaijo.org/index.php/jcomm/article/view/86319/68501
Asiyah, N., Umam, R. K., & Sartika, Y. (2022). An analysis of branding at Islamic Universities using mark and Pearson’s Archetypes. Lensa: Kajian Kebahasaan, Kesusastraan, Dan Budaya, 12(2), 282-303. https://doi.org/10.26714/lensa.12.2.2022.282-303
Beasley, R., & Danesi, M. (2002). Persuasive signs: the semiotics of advertising. Walter de Gruyter GmbH & Co. https://doi.org/10.1515/9783110888003
Bretous, M. (2021, November 2). 3 Tips to Create a Brand Archetype for Your Business [+ 4 Examples]. Retrieved February 12, 2023. from https://blog.hubspot.com/marketing/brand-archetypes
Broek, N. (2014). The visualization of archetypes through the use of colors in logos. (Master’s thesis) UTWENTE: University of Twente.
Chandrasapth, K., Yannopoulou, N., & Bian, X. (2022). Good fortune and its influence on B2B relationships: The case of the Mae Manee money solution campaign in Thailand. Industrial marketing management, 101(October 2020), 223–237. https://doi.org/10.1016/j.indmarman.2021.12.005
Chomrat, S. (2008). The Feasibility of the restaurant business in Kaewnawarat Road, Mueang District, Chiang Mai Province. (Master’s thesis) Faculty of Economics, Chiang Mai University.
Curtin, B. (2009). Semiotics and visual representation. The academic journal of architecture, faculty of architecture, Chulalongkorn University. 1. 51-62. https://www.arch.chula.ac.th/journal/files/article/lJjpgMx2iiSun103202.pdf
Dominici, G., Tullio, V., Siino, G., & Tani, M. (2016). Marketing archetypes: applying Jungian psychology to marketing research. Journal of Organisational Transformation and Social Change, 13(2), 109–122. https://doi.org/10.1080/14779633.2016.1192809
Dunstone, J. (2019, March 14). What is semiotic analysis?. Retrieved January 5, 2023, from https://squareholes.com/blog/2019/03/14/semiotic-decoding-of-categories-and-culture/
Faber, M. A. R. to archetypes in media: T. some accounting for taste, & Mayer, J. D. (2009). Resonance to archetypes in media: there’s some accounting for taste. Journal of Research in Personality, 43(3), 307–322. https://doi.org/10.1016/j.jrp.2008.11.003
Farquhar, J., Michels, N. & Robson, J. (2020). Triangulation in qualitative case study research: Widening the Scope, Industrial Marketing Management, 87, 160-170. https://doi.org/10.1016/j.indmarman.2020.02.001
Flick, U. (2018). The SAGE handbook of qualitative data collection. Retrieved February, 2023, from https://www.researchgate.net/publication/359898621_The_SAGE_Handbook_of_Qualitative_Research_Design_Being_Creative_with_Resources_in_Qualitative_Research#fullTextFileContent
Frank, M., & Gilovich, T. (1988). The dark side of self- and social perception: Black
uniforms and agression in professional sports. Journal of personality and social psychology, 54(1), 74.
Freire, A. N. (2014). When luxury advertising adds the identitary values of luxury: A
semiotic analysis. Journal of business research, 67(12), 2666–2675. https://doi.org/10.1016/j.jbusres.2014.04.004
Hwang, S. (2017). Storytelling in Branding: Difference in Brand Archetypes Between Western and Asian Tech companies (based on Carl Jung’s 12 Archetype model). (Master’s thesis) Science in economic and business administration, Aalto University.
Intaprom, W. (2019). Analysis and presentation of qualitative data analysis. Academic Journal Phranakhon Rajabhat University, 10(2), 314-333. https://so01.tci-thaijo.org/index.php/AJPU/article/view/164379/155988
Johnson, D. & Chamberlain, L. (2020). Color Psychology. Retrieved February 17, 2023,
from https://www.infoplease.com/culture-entertainment/art-architecture/color-psychology
Jung, C. G. (1959). The archetypes and the collective unconscious. Routledge and Kegan. https://www.jungiananalysts.org.uk/wp-content/uploads/2018/07/C.-G.-Jung-Collected-Works-Volume-9i_-The-Archetypes-of-the-Collective-Unconscious.pdf
Lima, V., Correa, A., Zanini, M., Paula Pessoa, L., & Irigaray, H., (2019) Branding Rio de Janeiro: a semiotic analysis. Marketing intelligence & planning, 37(6), 645-659.
Kucuk, S. U. (2015). A semiotic analysis of consumer-generated antibranding. Marketing theory, 15(2), 243–264. https://doi.org/10.1177/1470593114540677
Mark, M., & Pearson, C. (2001a). The Caregiver.
Mark, M., & Pearson, C. (2001b). The Magician. http://ebookcentral.proquest.com/lib/ncl/detail.action?docID=6254937.
Mark, M., & Pearson, C. (2001c). The regular Guy/Gal. http://ebookcentral.proquest.com/lib/ncl/detail.action?docID=6254937.
Morales, M. (1995). Uses of qualitative/quantitative terms in social and educational research. Quality & quantity, 29(1), 39–53.
Oswald, L. R. (2012). Marketing semiotics. Oxford University Press.
Phillips, B. J., & McQuarrie, E. F. (2004). Beyond visual metaphor: A new typology of visual rhetoric in advertising. Marketing theory, 4(1–2), 113–136. https://doi.org/10.1177/1470593104044089
Sabanovich, A. (2008). Designing with color. San Luis Obispo, CA: California Polytechnic State University Press.
Sahin, S. (2017). Reflections from a collectivist culture: A qualitative analysis on Archetypal characters. International journal of innovate research & development, 6(5), 147-154.
Seimiene, E., & Kamarauskaite, E. (2014). Effect of brand elements on brand personality perception. Procedia - social and behavioral sciences. 156, 429-434. https://doi.org/10.1016/j.sbspro.2014.11.216.
Siam Commercial Bank. (2019). Study a little bit before thinking of opening a restaurant in Chiang Mai. Retrieved February 15, 2023, from https://www.scb.co.th/th/personal-banking/stories/business-maker/restaurant-chiang-mai.html
Sodsai, C. (2019). Content analysis and perception of social media users towards
Jones Salad Facebook fan page. (Master’s thesis) faculty of marketing communication, University of the Thai Chamber of Commerce.
Temporal, P. (2002). Advanced Brand Management from Vision to Valuation. Queensland, Australia: John Wiley & Son.
Tho-sanguan, E. Owner of Joke Nai Tho Restaurant, Joke Nai Tho Restaurant. (2024, January 16).
Tsai, S. (2006). Investigating archetype-icon transformation in brand marketing. Marketing intelligence & planning, 24(6), 648-663.
Varela, P., Arvisenet, G., Gonera, A., Myhrer, K., Fifi, V. & Valentin, D. (2022). Meat replacer? No thanks! The clash between naturalness and processing: An explorative study of the perception of plant-based foods. Science direct. 169. https://doi.org/10.1016/j.appet.2021.105793
Vestsoonthontap, V. & Wanarat, S. (2020). The influence of brand personality of healthfood on consumers’ Intentionto Buyin Bangkok metropolis. Kasem Bundit journal, 21(2), 58-60. https://so04.tci-thaijo.org/index.php/jkbu/article/view/244433/168232
Vos, L. (2021, Jun). Semiotics in marketing: What it means for your brand and messaging. Retrieved January 10, 2023, from https://cxl.com/blog/semiotics-marketing/
Xara-Brasil, D., Hamza, K. M., & Marquina, P. (2018). The meaning of a brand? An archetypal approach. Revista de Gestão, 25(2). 142-159. http://doi.org/10.1108/REGE-02-2018-0029
Youness, C., Valette-Florence, P. & Assaf, C. (2024), Global corporate reputation: a projective qualitative approach from a customer perspective, Qualitative market research, 27(1). 108-128. https://doi.org/10.1108/QMR-04-2023-0
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Journal of Innovative Business Management Research
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับตีพิมพ์เป็นลิขสิทธิ์ของวารสาร..... depend on policy
