Lifestyle Brands: the Elephant in the Room

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.


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, Pages: .


Caroline Graham Austin, Montana State University, USA
Geraldo Matos, University of Rhode Island, USA


NA - Advances in Consumer Research Volume 41 | 2013

Share Proceeding

Featured papers

See More


Linguistic Antecedents of Anthropomorphism

N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France
L. J. Shrum, HEC Paris, France

Read More


Visualizing Price Magnitude: How Slider Scales Change Willingness-to-Pay

Manoj Thomas, Cornell University, USA
Ellie Kyung, Dartmouth College, USA

Read More


M5. The More Expensive a Gift Is, the More It Is Appreciated? The Effect of Gift Price on Recipients’ Appreciation

Jooyoung Park, Peking University
MENGSHU CHEN, Tencent Holdings Limited

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.