Postrzeganie archetypów marki w opinii różnych grup docelowych klientów
Perception of brands archetypes in opinion of different target groups of customers

Summary/Abstract: Due to the growing competition on the market marketers started to give personality to products/brands. They are most of all supposed to effect on the customers with the specific characteristics, differentiate product/brand from the competition and increase the probability of purchase. The main problem area of the article is indicating the impact of the brand archetypes in advertisements on the subconscious of different target groups of customers. Authors decided to test empirically weather the brands with the clear archetype have stronger effect on the clients with similar personality in comparison with other groups of clients. The researchers tested the level of memorization of the given advert and what kind of emotions it brings (positive or negative)

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