Selective Revelations: the Brand Backstory and the Creation of the Private Sphere

Vanisha Narsey, University of Auckland, New Zealand
Cristel Antonia Russell, American University, USA
In-depth interviews with brand backstory creators uncover how and why brand backstories may be used in simulating the private sphere. The strategies and aims uncovered ultimately enchant consumers towards the inner-world of the brand, enabling them to reach the core of the brand backstory and experiential authenticity.
[ to cite ]:
Vanisha Narsey and Cristel Antonia Russell (2013) ,"Selective Revelations: the Brand Backstory and the Creation of the Private Sphere ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.