Do You Know What I Know? : Negotiating the “Secret” Brand Backstory

In-depth interviews with consumers that visited a museum exhibit showcasing the backstory of a television series reveal how the aura of secrecy is maintained when further sharing the backstory with others. As a result, consumers preserve the social boundaries secrets naturally create thus enhancing the personal consumer-brand relationship.



Citation:

Vanisha Narsey and Cristel Russell (2013) ,"Do You Know What I Know? : Negotiating the “Secret” Brand Backstory", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 13-15.

Authors

Vanisha Narsey, University of Auckland, New Zealand
Cristel Russell, American University, USA



Volume

E - European Advances in Consumer Research Volume 10 | 2013



Share Proceeding

Featured papers

See More

Featured

D10. It's Meant for Me: When Serendipity Increases Word-of-Mouth

Colleen Patricia Kirk, New York Institute of Technology
Joann Peck, University of Wisconsin - Madison, USA
Claire Hart, University of South Hampton, UK
Constantine Sedikides, University of South Hampton, UK

Read More

Featured

To Trace is to Trust: From Product Traceability to Brand Trust

Jing Wan, University of Groningen, The Netherlands
Pankaj Aggarwal, University of Toronto, Canada
Min Zhao, Boston College, USA

Read More

Featured

Perceptions of Epistemic vs. Aleatory Uncertainty Affect Stock Investment

Daniel Walters, INSEAD, France
Gulden Ulkumen, University of Southern California, USA
Carsten Erner, FS Card
David Tannebaum, University of Utah, USA
Craig Fox, University of California Los Angeles, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.