Abstract
This study takes an argumentative and exploratory approach to investigate the semantic generation of differentiated brand narratives, reflective of mythical archetypes, and its persuasion effect. This study will examine if storytelling, which carries archetypes of collective unconsciousness, such as collective dream, instinctive desire, emotional feelings, can effectively create a brand concept and the generative path of meaning, when combined with brand motif and narratives. In addition, this paper will take an argumentative approach to prove the inference that mythical brand narratives, through the process of internal priming, has a meaningful effect on activating persuasion knowledge. Finally, this study will examine whether brand narratives can be a useful mean to increase the emotional bond among brand identify, brand personality, and consumers, and also determine if brand narratives can help strengthen brand-self connection.
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