We cleaned up our description of the experimental design by adding the questions that we asked, the scale we used etc. We included the example of David Beckham. In this context we cited Matzler et al (Personality, person-brand fit, and brand community: An investigation of individuals, brands, and brand communities. Journal Of Marketing Management) who looked into the archetype-brand-consumer match. We are delighted that our reviewer sees the link (as the authors do) between Aaker and Jung’s images of Freedom, Social, Order and Ego.
This may be of concern, because the paper uses hotels as an example.