Who Should Tell the Story? Source Effects in Brand Biographies
This research shows that underdog brand biography, compared to topdog brand biography, increases purchase intentions when the brand is the source of information. Positive effect of the underdog brand biography disappears when an independent third-party is the source of information. The narrative transportation model of persuasion explains this source effect.
Citation:
Ali Tezer, H. Onur Bodur, and Bianca Grohmann (2014) ,"Who Should Tell the Story? Source Effects in Brand Biographies", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 813-813.
Authors
Ali Tezer, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
Consumers' response to branded longevity
Anthony Moussa, Paris School of Business
Virginie de Barnier, IAE AIX MARSEILLE UNIVERSITY
Featured
P2. The Upside of Myopic Loss Aversion
Daniel Wall, Carnegie Mellon University, USA
Gretchen Chapman, Carnegie Mellon University, USA
Featured
Pursue Your Passions: Cultural Discourses about Consumer’s Heroic Wilderness Adventures
Nathan Warren, University of Oregon, USA
Linda L Price, University of Oregon, USA