The Impact of Usage Frequency on Lifestyle Branding
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.