Lifestyle Brands: the Elephant in the Room

Caroline Graham Austin, Montana State University, USA
Geraldo Matos, University of Rhode Island, USA
Lifestyle branding is very popular with CMOs and has been widely covered in the business/popular press, yet the most highly respected academic marketing journals have ignored this brand typology. Using extant academic research, we devise a theory-in-use to define and support the essential attributes of lifestyle brands.
[ to cite ]:
Caroline Graham Austin and Geraldo Matos (2013) ,"Lifestyle Brands: the Elephant in the Room", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.