Analyzing Brand Backstories: Combining Textual and Multi-Sensory Data

Brand managers strategically construct brand backstories from a curated set of facts, signs, symbols, that provide the firm’s official narrative of the brand’s origins. We reveal how practitioners design the backstory, curating brand materials to offer the ‘real’, ‘authentic’ story and the ultimate ‘truth’ about the brand.


Cristel Russell (2020) ,"Analyzing Brand Backstories: Combining Textual and Multi-Sensory Data", 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: 1069-1068.


Cristel Russell, Pepperdine University, USA


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


R1. How Consumers Deal With Brand Failure-An Individual Differences Approach

Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University

Read More


Robo-Advising: Algorithm Appreciation

Jennifer Logg, Harvard Business School, USA
Julia Minson, Harvard Business School, USA
Don Moore, University of California Berkeley, USA

Read More


The Inimical Lure of Intense Means

Jordan Etkin, Duke University, USA
Szu-chi Huang, Stanford University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.