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
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