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Communicating brand biographies effectively: the role of communication source

Author

Listed:
  • Ali Tezer

    (HEC Montréal)

  • H. Onur Bodur

    (Concordia University)

  • Bianca Grohmann

    (Concordia University)

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.

Suggested Citation

  • Ali Tezer & H. Onur Bodur & Bianca Grohmann, 2020. "Communicating brand biographies effectively: the role of communication source," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 712-733, July.
    • Handle: RePEc:spr:joamsc:v:48:y:2020:i:4:d:10.1007_s11747-019-00689-z
    DOI: 10.1007/s11747-019-00689-z
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    References listed on IDEAS

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    Cited by:

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    2. Bangwool Han & Agung Yoga Sembada & Lester W. Johnson, 2021. "Leveraging Underdog Positioning and Consumer Trait Agreeableness for Sustained Marketing Strategy," Sustainability, MDPI, vol. 13(23), pages 1-14, November.
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    4. Cátia Fernandes Crespo & Alcina Gaspar Ferreira & Ricardo Moita Cardoso, 2023. "The influence of storytelling on the consumer–brand relationship experience," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 41-56, March.

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