Exploring The Influence of Brand Stories: the Role of Brand Biography, Brand Authenticity, And Brand Love In Shaping Customer Perceptions

Abstract

The brand biographies which narrate the journey of founder and their company  plays a crucial role in shaping the customer brand perception and  ultimately on shaping their attitude towards the brand. To understand what role brand biographies play in shaping brand authenticity and brand love and eventually on customer perception and attitude  formation we conducted an experimental study with the help of respondents who were asked the closed ended questions after reading the fictitious  biography of the  company which was manipulated for underdog and topdog orientations. The findings indicates that the brand biographies having underdog orientations are well believed by the customers in terms of being authentic Although no significant difference was found in brand love between underdog and topdog biographies while both brand love and brand authenticity significantly influence brand attitude.