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.
Citation:
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.
Authors
Alessandro Biraglia, University of Leeds, UK
J. Josko Brakus, University of Leeds, UK
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Small but Sincere: The Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns
Eline L.E. De Vries, University Carlos III Madrid
Lola C. Duque, University Carlos III Madrid
Featured
H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken or Increase Social Risk to Determine Conspicuous Consumption
Jerry Lewis Grimes, Grenoble Ecole de Management
Yan Meng, Grenoble Ecole de Management
Featured
Communicating Limited Financial Resources Increases Perceived Trustworthiness and Interpersonal Connection
Grant E. Donnelly, Harvard Business School, USA
Anne Wilson, Harvard Business School, USA
Ashley V. Whillans, Harvard Business School, USA
Michael Norton, Harvard Business School, USA