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



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