Communicating brand biographies effectively: the role of communication source

Ali Tezer (), H. Onur Bodur () and Bianca Grohmann ()
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Ali Tezer: HEC Montréal
H. Onur Bodur: Concordia University
Bianca Grohmann: Concordia University

Journal of the Academy of Marketing Science, 2020, vol. 48, issue 4, No 6, 712-733

Abstract: 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 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (5)

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DOI: 10.1007/s11747-019-00689-z

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