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.


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.


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


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

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