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

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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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