Selective Revelations: the Brand Backstory and the Creation of the Private Sphere
In-depth interviews with brand backstory creators uncover how and why brand backstories may be used in simulating the private sphere. The strategies and aims uncovered ultimately enchant consumers towards the inner-world of the brand, enabling them to reach the core of the brand backstory and experiential authenticity.
Citation:
Vanisha Narsey and Cristel Antonia Russell (2013) ,"Selective Revelations: the Brand Backstory and the Creation of the Private Sphere ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
Authors
Vanisha Narsey, University of Auckland, New Zealand
Cristel Antonia Russell, American University, USA
Volume
NA - Advances in Consumer Research Volume 41 | 2013
Share Proceeding
Featured papers
See MoreFeatured
Shared Values, Trust, and Consumers’ Deference to Experts
Samuel Johnson, University of Bath, UK
Max Rodrigues, DePaul University, USA
David Tuckett, University College London
Featured
A5. Trusting the Tweeting President: Inside the Donald's reality: Gaslighting, pschometrics and social media
Dianne Dean, University of Hull
Fiona Walkley, Hull University Business School
Robin Croft, Brunel University
Featured
H2. Influencing Consumer Response to Products with High Styling: The Role of Mindsets
Ying-Ching Lin, National Chengchi Uniersity, Taiwan
Angela Chang, Northeastern University, USA