Özet:

The brand concept is important as a personality that consumers express themselves. In this sense, the brand’s personality concept is used to transfer human personality characteristics to brands. With the influence of today’s globalization and technology, individuals and can be different from others through the personality given to the brands, create a particular perception, keep in mind and remember. The archaeological concept developed by the psychological theorist Carl Gustav Jung, a new perspective on brand personality, the first model defines the basic personalities in the form of a basic pattern. Archaeological approach is an approach that can be used in different fields of science. In particular, the brand has an important place in describing the perceptions of the brand personality with its structure in harmony with the brand personality. In this study, the architectural approach in the brand’s personality has been tried to investigate the architectural perception of the brand’s personality to the consumers’ specific car brands. For this purpose, using the archetype and scale, the archaeological twelve dimensions and characteristics have been evaluated. The study used the online survey method, the study was conducted with the participation of 557 people, the findings were evaluated with the SPSS 22 package program and the results were interpreted. The data has been found to be appropriate for normal distribution and the analysis of the data has been used by factor analysis, reliability analysis, Anova and Ki-Kare tests. The research has found that the archaeological dimensions that stand out in consumer perception are wise heroes, kings, explorer citizens, innocent lovers, wizards and assy. In referring to the personality to the brands, the method of archetype can be considered a useful tool. The results show that different car brands are perceived with different archives and personalities.

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