The paper discusses lifestyle branding vis-à-vis product branding considering the underlying psychological structure beneath the two positioning strategies. The findings suggest that lifestyle positioning hinders development of cognitively accessible reasons to buy undermining the perceived value of the product. While lifestyle branding remains appealing as brand strategy, this paper investigates some critical aspects related to it, disclosing possible caveats related to the tactical implementation which managers may find useful to consider.
Evaluating lifestyle branding as a long-term brand strategy: effects on perceived value attributions / Massara, F; Porcheddu, Daniele. - (2015), pp. 1-5. (Intervento presentato al convegno Il Marketing al servizio delle città. Beni culturali e rivitalizzazione urbana tenutosi a Università degli Studi di Torino, Torino nel 22 e 23 ottobre 2015).
Evaluating lifestyle branding as a long-term brand strategy: effects on perceived value attributions
PORCHEDDU, Daniele
2015-01-01
Abstract
The paper discusses lifestyle branding vis-à-vis product branding considering the underlying psychological structure beneath the two positioning strategies. The findings suggest that lifestyle positioning hinders development of cognitively accessible reasons to buy undermining the perceived value of the product. While lifestyle branding remains appealing as brand strategy, this paper investigates some critical aspects related to it, disclosing possible caveats related to the tactical implementation which managers may find useful to consider.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
