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 MoreFeatured
Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents
Sandra Praxmarer-Carus, Universität der Bundeswehr München
Stefan Wolkenstoerfer, Universität der Bundeswehr München
Featured
Mere and Near Completion
Bowen Ruan, University of Wisconsin - Madison, USA
Evan Polman, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin - Madison, USA
Featured
Visual Perceptual Research in Marketing
Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA