The power of archetypes in business-to-consumer relationship based on confectionery market in Poland

Abstract

Purpose: This paper aims to investigate the extent to which brand archetypes can influence business-to-consumers (B2C) relationship, identify brand archetypes of two Polish confectionary companies (Wedel and Wawel), and recognize consumers' attitudes towards brand archetypes used in B2C relationships. The conducted research allowed us to find the answers to five research questions.Material and methods: Based on the theoretical deliberation, empirical research was conducted. Two research methods were applied in the study, i.e., a multiple case A. DEWALSKA-OPITEK, K. BILIŃSKA, A. SZEJNIUK WyżSza Szkoła GoSpodarki euroreGionalneJ iM. alcide de GaSperi W JózefoWie 376 study method as a form of qualitative research, and a survey conducted in May 2023 using Computer Assisted Web Interviewing (CAWI) on a sample of 106 respondents. The brand attitudes perceived by respondents formed the basis for the Brand Archetype Portrait (BAPOR) and Brand Archetype Power (BAPOW).Results: The conducted analysis revealed the use of different archetypes by both research subjects. Customers were aware of the brand archetypes, and they identified the archetypes accordingly, allowing the indication of the brand archetype portraits (BAPOR). Wedel was associated with the Innocent archetype, while Wawel was associated with the Caregiver and Jester by survey participants.Conclusions: This study addresses the scientific gap centered on integrating and exploring archetypes within the specific context of business-to-consumer relationships in the confectionery market in Poland. Additionally, there is a gap in understanding how the use of archetypes can influence the dynamics of business-to-consumer relationships within the confectionery market. The study findings are constrained by several limitations: only two case studies representing the same business sector were examined. Moreover, the quantitative research was conducted on a small and unrepresentative sample and thus does not allowing for drawing any general conclusions. However, the research in question provided insights into customers' opinions and attitudes toward brand archetypes. The aforementioned limitations leave room for future studies.On a managerial level, the paper offers several contributions to marketing professionals, especially by suggesting how the use of archetypes can enhance customer relationships and company relationships. When effectively communicated, archetypes enable building bonds with consumers who share the same principles and beliefs. From an academic standpoint, we have contributed to the theory of social sciences by presenting the interrelations between brand archetypes and effective customer relations through shared values.