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.
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Product description (Study 3)
Sample choice task (Study 3)
Product description (Study 4)
Sample choice task (Study 4)
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Tezer, A., Bodur, H.O. & Grohmann, B. Communicating brand biographies effectively: the role of communication source. J. of the Acad. Mark. Sci. 48, 712–733 (2020). https://doi.org/10.1007/s11747-019-00689-z
- Brand biographies
- Brand narratives
- Source effects
- Narrative transportation
- Brand communication