Unveiling Revelations: Consumer Reactions to the Brand Backstory

The changing dynamics of consumerspace have resulted in consumers becoming privy to brands’ backstory, information that reveals the “making-of” or “behind the scenes”. We explore consumers’ experience of the backstory and the impact it has on personal brand narratives.



Citation:

Vanisha Narsey, Cristel A. Russell, and Hope Jensen Schau (2012) ,"Unveiling Revelations: Consumer Reactions to the Brand Backstory", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 145-148.

Authors

Vanisha Narsey, University of Auckland
Cristel A. Russell, University of Auckland
Hope Jensen Schau, University of Arizona, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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