The Style Is the Brand: the Poetic Choreography of Idea Behaviour

Roel Wijland, University of Otago, New Zealand
Stephen Brown, University of Ulster, Ireland
This article introduces style as the behavioural determinant to represent the enchainement of ideas as it inscribes itself into a brand. It proposes to conceptualise the relationship between consumer and idea behaviour, and advances style as a poetic and choreographic function of the brand, in an increasingly fragmented perceptual universe.
[ to cite ]:
Roel Wijland and Stephen Brown (2016) ,"The Style Is the Brand: the Poetic Choreography of Idea Behaviour", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 359-363.