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The influence of passion/determination and external disadvantage on consumer responses to brand biographies

Title:

The influence of passion/determination and external disadvantage on consumer responses to brand biographies

Nguyen, Thanh-Thao and Grohmann, Bianca (2020) The influence of passion/determination and external disadvantage on consumer responses to brand biographies. Journal of Brand Management, 27 (4). pp. 452-465. ISSN 1350-231X (In Press)

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Official URL: https://doi.org/10.1057/s41262-020-00193-8

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.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Article
Refereed:Yes
Authors:Nguyen, Thanh-Thao and Grohmann, Bianca
Journal or Publication:Journal of Brand Management
Date:2020
Digital Object Identifier (DOI):10.1057/s41262-020-00193-8
ID Code:990239
Deposited By: Bianca Grohmann
Deposited On:14 Feb 2022 19:33
Last Modified:14 Feb 2022 19:33
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