Abstract

Brands frequently convey their stories in brand biographies in order to elicit positive consumer responses. This article examines the influence of consumers’ perceptions of passion/determination and external disadvantage reflected in brand biographies on narrative transportation, consumers’ post-message engagement, and purchase intentions. Results suggest that passion/determination affects purchase intentions positively, both directly and through narrative transportation and post-message engagement. External disadvantage, on the other hand, affects purchase intentions positively and indirectly through narrative transportation and post-message engagement, while there is no significant direct effect. This article specifically considers the individual roles of passion/determination and external disadvantage in influencing consumer responses to a brand. It is also the first to consider and empirically test the role of post-message engagement in consumers’ responses to brand biographies. This research has implications for theory, as well as for the creation of effective brand biographies in managerial practice.