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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 142-146.

Authors

Jingjing Ma, National School of Development at Peking University, China
Ryan Hamilton, Emory University, USA
Alexander Chernev, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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