Why Are Autonomous Brands Cool? the Role of Value Authenticity and Brand Biography

We show that consumers consider highly autonomous brands cooler when brands present themselves as underdogs rather than as topdogs. The extent by which the brand stays true to its values (value authenticity) mediates the effect. These results are stronger for self-expressive products and for consumers with an independent self-construal.


Alessandro Biraglia and J. Josko Brakus (2020) ,"Why Are Autonomous Brands Cool? the Role of Value Authenticity and Brand Biography", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1048-1051.


Alessandro Biraglia, University of Leeds, UK
J. Josko Brakus, University of Leeds, UK


NA - Advances in Consumer Research Volume 48 | 2020

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