Communicating brand biographies effectively: the role of communication source

Tezer, Ali; Bodur, H. Onur; Grohmann, Bianca

doi:10.1007/s11747-019-00689-z

Cited by 18 publications

(45 citation statements)

References 33 publications

(107 reference statements)

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“…Brand storytelling aims to cultivate brand preference (Kao, 2019) and connect to product consumption or use (Ching et al , 2013). Brand stories have traditionally taken the form of product-related simulation (Escalas, 2004), firm-originated stories (Lundqvist et al , 2013) or brand biographies (Tezer et al , 2019). Product-related simulation stories encourage the consumer to imagine using the product (Escalas, 2004).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

“…Firm-originated stories focus on the brand and its values (Lundqvist et al , 2013) and brand biographies present the brand’s history. An example of a brand biography is Tom’s founder Blake Mycoskie’s identifying the power of shoes in underdeveloped countries (Tezer et al , 2019). The common thread among these types of stories is that the brand is central to the storyline.…”

Section: Conceptual Backgroundmentioning

confidence: 99%

“…Third, we introduce the concept of social narrative videos into the literature and distinguish social narrative videos from product-related simulation (Escalas, 2004), firm-originated stories (Lundqvist et al , 2013) and brand biographies (Tezer et al , 2019). These types of storytelling focus on the product or brand.…”

Section: Introductionmentioning

confidence: 99%

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When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos

Milfeld

Flint

2020

JPBM

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Purpose A growing number of consumers expect brands to take a stand on social issues. When Gillette launched its video with a social message in 2019, the popular press described it as divisive and controversial. This study aims to examine themes behind the polarized consumer response, aiding brands in the development of social narrative videos. Design/methodology/approach The authors use an existential-phenomenological approach to investigate the meaning behind consumers’ reactions to the Gillette video. Empirical data collection consisted of 24 semi-structured, in-depth interviews. Data were analyzed using the hermeneutic method. Findings By viewing the Gillette video through the lens of a story, this research uncovers how marketing stories can lead to different interpretations. Specifically, the roots of polarization lie in perceived realism activation and character activation. Additionally, product placement may activate persuasive intent, interrupting immersion into the story. Practical implications Brand managers should consider the potential for alternative interpretations when using storytelling. By measuring a viewer’s narrative transportation, it is possible to identify different interpretations. From a tactical standpoint, brand managers should be cautious about using celebrity endorsers and prominent product placement in social narrative videos. These cues activate persuasive intent, leading to alternative interpretations. Originality/value While marketing research has tended to focus on storytelling’s positive outcomes, this research considers how stories can result in polarizing outcomes for brands. The concept of social narrative videos is introduced and a framework is presented that outlines facilitators and inhibitors for this type of brand communication.

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Section: Conceptual Backgroundmentioning

confidence: 99%

Section: Conceptual Backgroundmentioning

confidence: 99%

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When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos

Milfeld

Flint

2020

JPBM

View full text Add to dashboard Cite

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“…From an academic perspective, recent research has examined various outcomes of brand storytelling, including brand attitude (Carnevale et al , 2018; Hsieh et al , 2018; Nagar, 2019), brand preference (Kao et al , 2017; Tezer et al , 2019), purchase intention (Solja et al , 2018) and brand image (Ryu et al , 2019). Another strand of research has explored how to design a compelling brand story, analyzing elements such as the typicality of a story (Lin and Chen, 2015), its verbal or visual presentation format (Lien and Chen, 2013), the type of appeal it uses to persuade (Carnevale et al , 2018) and the character types it includes (Dessart, 2018).…”

Section: Introductionmentioning

confidence: 99%

“…Inspired by the literature of underdog consumption, the scant research on underdog and topdog brand storytelling has focused on story-receiver characteristics (i.e. its own underdog dispositions) to explain the effectiveness of one type of plot compared to the other (Kim et al , 2019; Tezer et al , 2019). However, in these studies the narrative processing through which different brand storytelling plots persuade individuals has so far been under researched despite the relevance of narrative transportation for storytelling (van Laer et al , 2014).…”

Section: Introductionmentioning

confidence: 99%

Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms

Delgado‐Ballester

2020

JPBM

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Purpose The purpose of this paper is to focus on the building of consumer–brand identification through the use of two themes (underdog and topdog) in the design of brand storytelling. It proposes that the underdog theme is superior because it is more effective in immersing readers in the story and generates higher emotional responses. The moderating effect of consumers’ implicit mindsets is also explored. Design/methodology/approach An experimental study with a single-factorial design is conducted with 301 consumers assigned at random to one of two brand storytelling conditions: underdog theme or topdog theme. Findings The results show a full mediating effect of the underdog (vs topdog) theme on brand identification through reader immersion and empathic feelings. Research limitations/implications The use of a fictitious brand and a specific product category may limit the generalizability of the results. Practical implications Placing the brand in a story with an underdog plot is more effective in catching consumers’ attention than using a topdog brand story. In particular, using an underdog theme is a good approach for targeting consumers who have a growth mindset. Originality/value This study explains the persuasiveness of brand storytelling in terms of the characteristics of the storytelling itself rather than the individual characteristics of consumers (e.g. their own underdog dispositions). The results also suggest that the implicit mindset of the individual plays a role.

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When goliaths win and davids lose: The moderating role of perceived risk in brand biography effects

2021

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Brand biographies trace a brand's evolution to position it as an underdog (i.e., passion and determination that lead to success despite limited resources) or a topdog (i.e., success based on abundance of resources) brand. This study examines how consumers’ risk perceptions associated with brand choice influence brand biography effects. It demonstrates that when perceived risk associated with brand choice is low, consumers process brand biographies narratively, experience greater narrative transportation into underdog (vs. topdog) brand biographies, and evaluate the underdog brand more favorably. When perceived risk associated with brand choice is high, consumers respond more positively to topdog (vs. underdog) brand biographies, due to topdog brands’ greater perceived ability to reduce risk. The topdog effect observed at higher levels of perceived risk reverses, however, when consumers have the opportunity to process the brand biography before receiving high risk information, as this allows for narrative transportation into the brand biography. This study contributes to research on moderators of brand biography effects and suggests that perceived risk should play a role in marketers’ decision to emphasize underdog or topdog characteristics in brand biographies.

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Communicating brand biographies effectively: the role of communication source

Cited by 18 publications

References 33 publications

When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos

When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos

Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms

When goliaths win and davids lose: The moderating role of perceived risk in brand biography effects

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