Brands and archetypes – literature review and empirical study
| Literature review | Words (2 or more words) | Sentences | ||||
|---|---|---|---|---|---|---|
| Archetypes | Cluster | Archetypes | Cluster | Archetypes | Cluster | |
| Apple | Creator | Stability and Control | Creator (89%) Sage (63%) | Stability and Control | Creator(61%) Ruler (8%) | Stability and Control |
| Regular guy | Belonging and Enjoyment | Jester (64%) Regular guy (41%) | Belonging and Enjoyment (Both) | Innocent (27%) Jester (23%) | Independence and Fulfillment and Belonging and Enjoyment | |
| Amazon | Explorer | Independence and Fulfillment | Sage (61%) Creator (36%) | Independence and Fulfillment | Caregiver (32%) Hero (26%) | Stability and Control and Risk and Mastery |
| Literature review | Words (2 or more words) | Sentences | ||||
|---|---|---|---|---|---|---|
| Archetypes | Cluster | Archetypes | Cluster | Archetypes | Cluster | |
| Apple | Creator | Stability and Control | Creator (89%) | Stability and Control | Creator(61%) | Stability and Control |
| Regular guy | Belonging and Enjoyment | Jester (64%) Regular guy (41%) | Belonging and Enjoyment (Both) | Innocent (27%) | Independence and Fulfillment and Belonging and Enjoyment | |
| Amazon | Explorer | Independence and Fulfillment | Sage (61%) Creator (36%) | Independence and Fulfillment | Caregiver (32%) | Stability and Control and Risk and Mastery |
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