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Communicating brand biographies effectively: the role of communication source

  • Ali TezerEmail author
  • H. Onur Bodur
  • Bianca Grohmann
Original Empirical Research
  • 30 Downloads

Abstract

Although brands increasingly disseminate their brand biographies through brand sources, this research shows that this practice can decrease brand attitudes and consumer preferences. A brand source activates consumers’ persuasion knowledge, increasing negative thoughts and impeding narrative transportation into the brand biography. This research furthermore demonstrates that the negative impact of a brand source in the dissemination of brand biographies depends on self-congruence, such that a detrimental effect on consumer attitudes and preferences occurs when the brand biography is incongruent with consumer’s self-concept, but is mitigated when the brand biography is self-congruent. These findings suggest that the dissemination of brand biographies by brand sources requires consideration of source and congruence effects.

Keywords

Brand biographies Brand narratives Source effects Narrative transportation Brand communication Self-concept 

Notes

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Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  1. 1.Department of MarketingHEC MontréalQuébecCanada
  2. 2.John Molson School of BusinessConcordia UniversityQuebecCanada
  3. 3.John Molson School of BusinessConcordia UniversityQuebecCanada

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