We cited Roberts (2010) who, based on extensive research, found different leading archetypes depending on the product category. We added our thoughts as scope for further research in chapter 4.We added Matzler et al. (Personality, person-brand fit, and brand community: An investigation of individuals, brands, and brand communities. Journal Of Marketing Management) as research on customer-brand relationship.
Sample size: A critical view would state that the present research relies on a very small sample of advertisements (n=2) to make its claims. After all, the research focuses on the capacity of an ad to convey archetypal and personality-based aspects of brand identity. The results would have been more compelling if the study measured the impact of ad campaigns (sets of related ads) in delivering a consistent (reliable) impression. Though such studies are rare, good interpretive and quantitative examples can be found in the literature. At a minimum, this exploratory paper should set a more specific and ambitious plan for systematic future research on the topic. For example, Padgett and Mulvey (2007) illustrate a method to identify personal values conveyed by 16 ad campaigns (another complementary dimension of personified brands) and Padgett and Mulvey (2009) demonstrate a novel way to characterize customer-brand relationship archetypes. Imagine a conversation with these authors: what do you contribute to the ongoing conversation?