While Jungian approaches have been used by marketing and consumer researchers in the past (e.g., Hirschman), the reasons for this choice need to be justified in the context of other alternatives.
The abstract states: “Aaker is seen by many as the branding guru” and refers to Aaker (1997) in the introductory paragraph. Are you referring to David Aaker (the father) or Jennifer Aaker (the daughter)?