Who Should Tell the Story? Source Effects in Brand Biographies

Ali Tezer, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada
This research shows that underdog brand biography, compared to topdog brand biography, increases purchase intentions when the brand is the source of information. Positive effect of the underdog brand biography disappears when an independent third-party is the source of information. The narrative transportation model of persuasion explains this source effect.
[ to cite ]:
Ali Tezer, H. Onur Bodur, and Bianca Grohmann (2014) ,"Who Should Tell the Story? Source Effects in Brand Biographies", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 813-813.