The Impact of Usage Frequency of 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.



Citation:

Jingjing Ma and Alexander Chernev (2013) ,"The Impact of Usage Frequency of Lifestyle Branding", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 19-22.

Authors

Jingjing Ma, Kellogg School of Management, United States
Alexander Chernev, Kellogg School of Management, United States



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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