The Impact of Usage Frequency on Lifestyle Branding

Jingjing Ma, National School of Development at Peking University, China
Ryan Hamilton, Emory University, USA
Alexander Chernev, Northwestern University, USA
Economic theory predicts that decreasing the number of brand’s usage occasions lowers their valuation. We argue that this is not always true: the impact of usage on brand valuation depends on the brands’ self-expressive nature. Limiting usage lowers the valuation of functional brands but bolsters the valuation of lifestyle brands.
[ to cite ]:
Jingjing Ma, Ryan Hamilton, and Alexander Chernev (2015) ,"The Impact of Usage Frequency on Lifestyle Branding ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 142-146.