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

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.


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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 359-363.


Roel Wijland, University of Otago, New Zealand
Stephen Brown, University of Ulster, Ireland


NA - Advances in Consumer Research Volume 44 | 2016

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