Revelatory Experiences: the Brand Backstory and Its Impact on Consumers’ Experience of Brand Narratives

Vanisha Narsey, University of Auckland, New Zealand
Cristel A. Russell, University of Auckland, New Zealand
Hope Jensen Schau, University of Arizona, USA
The “making-of” or “behind the scenes” of media brands are increasingly made available to consumers, often revealing the artifices of a brand. This research explores consumers’ experience of the brand backstory and the impact this experience has on personal brand narratives.
[ to cite ]:
Vanisha Narsey, Cristel A. Russell, and Hope Jensen Schau (2012) ,"Revelatory Experiences: the Brand Backstory and Its Impact on Consumers’ Experience of Brand Narratives", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1131-1131.