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{{Original research|date=May 2018}}
{{inline citations|date=January 2024}}
}}
A '''lifestyle brand''' is a [[brand]] that attempts to embody the values, aspirations, interests, [[Propositional attitude|attitudes]], or opinions of a group or a [[culture]] for marketing purposes.<ref name="Saviolo">{{harvp|Saviolo|Marazza|2012|p=16}}</ref> Lifestyle brands seek to inspire, guide, and motivate people, with the goal of making their products contribute to the definition of the consumer's way of life. As such, they are closely associated with the advertising and other promotions used to gain [[mind share]] in their target market.<ref>{{cite book|first=Joseph|last=Hancock|title=Brand/Story: Cases and Explorations in Fashion Branding|year=2016|publisher=Fairchild Books, Bloomsbury Publishing, Inc.}}</ref> They often operate from an [[ideology]], hoping{{clarify|how does a lifestyle brand "hope"?|date=March 2022}} to attract a relatively high number of people and ultimately become a recognised{{who|date=March 2022}} social phenomenon.<ref name="Saviolo 2012">{{cite book|last=Saviolo |first=Stefania|last2=Marazza |first2=Antonio |title= Lifestyle Brands - A Guide to Aspirational Marketing|isbn=978-1137285928|year=2012|publisher=[[Palgrave Macmillan]]}}</ref>
A lifestyle brand is an ideology created by a brand.<ref>Schmitt, 2012</ref> An organisation achieves a lifestyle brand by evoking an emotional connection with its customers,<ref name="Kim & Brandon, 2010">Kim & Brandon, 2010</ref> creating a consumer desire to be affiliated with a particular group or brand.<ref name="Austin & Matos, 2013">Austin & Matos, 2013</ref> The consumer will believe that their identity will be reinforced if they publicly associate themselves with a particular lifestyle brand,<ref name="Kim & Brandon, 2010"/> for example by using a brand on social media.<ref name="Catalin & Andreea, 2014">(Catalin & Andreea, 2014)</ref>
As individuals have different experiences, choices, and backgrounds (including social class, ethnicity, and culture), an organisation must understand to whom it directs its brand.<ref name="Catalin & Andreea, 2014"/> By constructing a lifestyle brand ideology, an organisation's goal is to become a recognised{{who|date=March 2022}} social phenomenon.<ref name="Austin & Matos, 2013"/>
Lifestyle brand marketing uses market research to segment target markets based on [[psychographics]] rather than [[demographics]].
==Definition==
Lifestyle brands operate from the idea{{clarify|reason=what does it mean to operate from an idea?|date=March 2022}} that each individual has an [[Identity (social science)|identity]] based on their choices, experiences, and background (e.g. ethnicity, social class, subculture, nationality, etc.). Lifestyle brands evoke emotional connections between a consumer and that consumer's desire to affiliate him or herself with a group. Lifestyle brands are one of the possible ways of consumer self-expression: customers believe that their identity will be reinforced or supplemented if they publicly associate themselves with a lifestyle brand or other [[symbol-intensive brand]]s.<ref>{{cite journal|last=Chernev|first=A. |author2=Hamilton, R. |author3=Gal D.|title=Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding|journal=Journal of Marketing|year=2011|volume=75|issue=3 |pages=66–82 |doi=10.1509/jmkg.75.3.66 |s2cid=14179708 }}</ref>
===Factors that influence the consumer decision process===
Consumers continually face multiple decisions with regard to product choice due to many competing products. Aspects such as a product's attributes have been shown to be involved in the consumer decision process.<ref>Catalin & Andreea, 2014</ref> A number of factors affect a consumer's choice of product brand, which influences their lifestyle. Consumers choose a brand that is acceptable to their self-image that they are trying to portray. Companies have to re-establish and reposition their products to ensure they meet the lifestyle a consumer is trying to obtain. They have an opportunity to refine their target market which would limit competition due to a reduced number in consumers who would be attracted to their specific brand because of the way they might perceive their lifestyle.{{clarify|reason=confusing run-on sentence|date=March 2022}}
Consumers evaluate product attributes as opposed to a case by case assessment.{{clarify|reason=it's unclear how these things are distinct|date=March 2022}}<ref>Ainslie and Rosii, 2005</ref> There is the need for brands to be understood and how they can be influential with regard to consumer's decision making considerations.{{clarify|reason=this sentence doesn't parse|date=March 2022}} Three processes are intertwined in choice behaviour: psychological, sociological, and economic processes.<ref>Keller, 2008</ref> Within these three processes lifestyle of the consumer also becomes intertwined with consumers tending to choose a brand they feel is congruent with their self-image, their identity – who they feel they are and what they connect with the most.{{clarify|reason=another confusing run-on sentence|date=March 2022}} Vyncke (2002) suggests that a consumer's values, goals, and vision for their life, along with aesthetic style all reflect individual lifestyle.
===Consumer self-expression===
Consumers use brands to express their identity.<ref>Chernev, Hamilton & Gal, 2011</ref> The need for self-expression can be related to the need for acceptance within society and the societal view on brands{{clarify|date=March 2022}} and how different brands portray income or wealth. Lifestyle brands allow customers to express themselves and portray their identity and lifestyle (Keller, 2008). Lifestyle brands in particular portray a type of meaning that allows a particular reference group to attach themselves based on their lifestyle, values or beliefs (Escalas, & Bettman, 2005).
===Perceived brand value===
If a consumer loves fashion this will have a positive effect on his/her willingness to pay for a luxury, top-end brand. In order for a lifestyle brand to be successful and dominate market share it needs to enhance customers experiences and provide more than just a product. Consumers are more willing and likely to purchase a brand that establishes itself as to value and satisfaction. Brand value is defined as comparing focal brands with unbranded products that have had the same level or same ways of marketing to consumers, as well as adopting the same product attributes (Yoo and Donthu, 2001).
Luxury brands target those that have an extreme lifestyle. Price is never a factor. Three categories are identified as measuring brand value: brand loyalty, perceived value and brand awareness/association. Consumers associate themselves with luxury fashion brands to portray their lifestyle and separate them from the rest (Vigneron & Johnson, 2004). Social value is an aspect that relates to consumers' desire to obtain luxury brands that they hope will offer them a symbolic part of a group or culture. There are emotional factors that are connected to the consumption of a luxury brand: for example those that bring pleasure or excitement (Choi & Kim 2003; Kim et al., 2010; Vigneron & Johnson, 2004). Consumers who purchase luxury brands tend to have a strong social function within their social class.
=== Retail brands ===
Lifestyle retail branding is the way in which retailers refine their products or services to interest lifestyles in specific market segments (Helman & Chernatony, 1999). Examples of lifestyle retail brands include the now defunct [[Laura Ashley plc|Laura Ashley]], [[Gap Inc.|GAP]] and [[Benetton Group|Benetton]]. These retailers offer a distinct and recognised set of values to consumers. Over time, a number of retailers have come up with their own brand strategies and are now seen as lifestyle retail brands because they are targeting consumers who adopt their brand to align themselves with a lifestyle they want to obtain (Helman & Chernatony, 1999).
== Psychology ==
It is important for an organisation to understand its brand's role amongst consumers. To achieve this, an organisation must use the following aspects of the lifestyle brand model (Schmitt, 2012).
=== Brand categorisation ===
This is defined as a consumer sorting products or brands into categories, based on their past experiences with that brand (Schmitt, 2012). It is used to avoid confusion, as consumers may be overwhelmed when comparing one product with an extensive range of other brands of the same product (Nenycz-Thiel & Romaniuk, 2016). Categorisation helps consumers evaluate the quality of the product (Catalin & Andreea, 2014). For example, a consumer may choose to purchase an [[Apple Inc.|Apple]] [[iPhone]] over a [[Huawei]] mobile phone, as they may believe that the iPhone has a better camera quality (Nenycz-Thiel & Romaniuk, 2016).
=== Brand affect ===
This aspect is defined as the effect or influence a brand may have upon an organisation and its consumers (Orzan, Platton, Stefanescu & Orzan, 2016). For example, [[Whole Foods Market|Whole Foods]] can affect a consumer by going the extra mile to offer organic foods products that suit that particular consumer's needs (Yi, Batra & Siqing, 2015).
=== Brand personality ===
This is when a brand encompasses a consistent set of traits in which the consumer can relate (Cohen, 2014). For example, [[CrossFit|Crossfit]] is a lifestyle brand which encompasses the idea of pushing yourself for your fitness. This idea is consistent on a global level. Through this lifestyle, consumers or participants have the opportunity to feel a part of a group of healthy, motivated fitness fanatics (Qing, Rong & Xiaobing, 2015).
=== Brand symbolism ===
This is defined as the strong symbolism that a brand transmits to its consumers, which is adopted for its social benefits (Kubat & Swaminathan, 2015). It allows consumers to feel as though they can express themselves through a form of identity, whilst being provided with a sense of belonging to a group (Wu, Klink & Guo, 2013). For example, [[Tiffany & Co.|Tiffany & Co]]. are a jewellery brand which offer affordable and expensive, high-quality jewellery products. When a person sees a consumer wearing its product in public, that person may aim to own a piece of Tiffany & Co. jewellery themselves, with the aim to seek social benefits or fit into a particular group (Athaide & Klink, 2012).
=== Brand attachment ===
Attachment is brought about when people form an emotional connection between themselves and a brand (Malar, Krohmer, Hoyer & Nyffenegger, 2011). For example, [[Coca-Cola]] uses advertisements to portray its happy lifestyle to consumers. These advertisements are used to form an emotional connection with the audience. Through the use of the "Open happiness" slogan, consumers may believe that by purchasing and consuming a Coca-Cola drink, they will feel like they are happy and having fun (Malar, Krohmer, Hoyer & Nyffenegger, 2011).
==Examples==
While some lifestyle brands purposely reference existing groups or cultures, others create a disruption within the status quo and propose an innovative viewpoint on the world. The driving force may be the product, the shopping experience, the service, the communication or a combination of these elements. These are often result from visionary goals of the CEO or founder. Early on, [[Apple Inc.|Apple's]] founder [[Steve Jobs]] sought to integrate the company's innovations into the industries of music, entertainment, and telecommunications.<ref name=cuneo>Cuneo, Alice Z.; Elkin, Tobi; Kim, Hank; Stanley, T.L. (December 15, 2003), "Apple transcends as lifestyle brand." ''Advertising Age''. '''74'''(50):S-2-S-6</ref> In 2002, he gifted each 7th- and 8th-grader in the state of Maine with a laptop, in an effort to show that it wasn't "about the technology, it's about what people can do with it."<ref name=cuneo/> Lee Clow—the chairman of Omnicom Group's TBWA Worldwide and Apple marketing partner—said that Jobs had "a very rigorous view of Apple's tone of voice and the way it talks with people," calling it "very human, very accessible."<ref name=cuneo/> [[Burton Snowboards|Burton]] has built its lifestyle brand by drawing on the snowboarding [[subculture]] and [[Quiksilver]] has done the same with the [[surfing]] community.
Some lifestyle brands align themselves with an ideology. [[Patagonia (clothing)|Patagonia]] proposes an environmentally friendly way of life. [[Volcom]], with the promise "Youth Against Establishment", gives a label and a sense of belonging to those who are "against" the world of adults.
One popular source for lifestyle brands is also [[national identity]]. [[Victoria's Secret]] purposely evoked the English upper class in its initial branding efforts, while [[Burberry]] is recalling the hip London culture{{which|no link, do not understand|date=February 2019}}.
Social or personal image is also a reference point for some lifestyle brands. In the 1990s, [[Abercrombie & Fitch]] successfully resuscitated a 1950s ideal —the white, masculine "beefcake"— during a time of political correctness and rejection of 1950s orthodoxy, creating a lifestyle brand based on a preppy, young, Ivy-League lifestyle. Their retail outlets reflect this lifestyle through their luxurious store environment, attractive store associates (models), and their black and white photographs featuring young people "living the Abercrombie & Fitch lifestyle". In doing so, Abercrombie & Fitch has created an outlet for those who lead, or wish to lead or wish to dream about leading this lifestyle.<ref>{{cite web|last=Denizet-Lewis|first=Benoit|title=The man behind Abercrombie & Fitch|url=http://www.salon.com/2006/01/24/jeffries/|work=Salon.com|accessdate=Jan 24, 2006|date=2006-01-24}}</ref>
Companies like home furnishing associate themselves with the term "lifestyle branding" when they are developing their brand portfolio ("Lexington Offering," 2009). A furniture company is likely to align new product lines with lifestyle collections that are associated with fashion icons, celebrities and well-known interior designers. For consumers this is reassuring and entices them to purchase home furnishings to be like these iconic influencers. Furniture companies have said that it helps them connect with those consumers who associate other categories with these celebrities. It is their way of tapping into new markets that have not yet been reached (Combs, 2010). Companies that have celebrity names associated with them provides a certain degree of guarantee to the brand (Clow et al., 2011).
A company called Doman Home Furnishings launched a campaign about food and kitchen products to enhance its brand as a lifestyle choice ("Domain Home," 2004). The campaign used models which had a caption along the lines of 'a slice of life'. This allowed consumers to gain a good understanding of the brand and the lifestyle that it could offer. Home furnishing companies use lifestyle merchandising to promote brand extension. Furthermore, the brand is communicated to consumers through using a designer who is associated with also creating fashion-apparel products. Therefore, this creates a connection between the fashion and homeware brands for these consumers are already associating with or are familiar with the fashion-apparel products.
== Expansion ==
One key indication that a brand has become a lifestyle is when it successfully expands beyond its original product. For example, [[Nike, Inc.|Nike]] used to be a product-based company, focusing on making running shoes. But over time, the company and its [[logo]] has become associated with the athletic subculture. That has allowed Nike to expand into related athletic categories, such as sports equipment and apparel.
[[Gaiam]] started out as a [[yoga]] company but has had great success in developing a lifestyle brand, which has allowed it to move into other markets as varied as [[solar power]] and [[green building]] supplies. [[Nautica (clothing company)|Nautica]] started out as a collection of 6 outerwear pieces but built itself into a global lifestyle brand by having collections for men, women, kids, home and accessories.
A company's status as a lifestyle brand isn't achieved by providing a wide range of products but by the benefit and symbolic value that the customer associates with the brand.<ref name="Saviolo 2012"/>
== See also ==
* [[Symbol-intensive brand]]
* [[Status symbol]]
* [[Coolhunting]]
== Notes ==
{{Reflist}}
== References ==
* {{cite journal | last1 = Ainslie | first1 = A. | last2 = Rosii | first2 = P. E. | year = 1998 | title = Similarities in choice behavior across product categories | doi = 10.1287/mksc.17.2.91 | journal = Marketing Science | volume = 17 | issue = 2| pages = 91–106 | s2cid = 154373463 }}
* {{cite journal | last1 = Chernev | first1 = A. | last2 = Hamilton | first2 = R. | last3 = Gal | first3 = D. | year = 2011 | title = Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding | journal = Journal of Marketing | volume = 75 | issue = 1| pages = 66–82 | doi = 10.1509/jmkg.75.3.66 | s2cid = 14179708 }}
* {{cite journal | last1 = Choi | first1 = E. | last2 = Kim | first2 = M. | year = 2003 | title = Comparison of consumers' apparel purchasing behavior in the Internet retail, shopping mall, and cable TV home shopping | journal = Clothing Culture Study | volume = 11 | issue = 6| pages = 808–825 }}
* {{cite journal | last1 = Clow | first1 = K. E. | last2 = James | first2 = K. E. | last3 = Sisk | first3 = S. E. | last4 = Cole | first4 = S. H. | year = 2011 | title = Source credibility, visual strategy and the model in print advertisements | journal = Journal of Marketing Development and Competitiveness | volume = 5 | issue = 3| pages = 24–31 }}
* Combs, H. E. (2010, March 1). Licensing: Big names still in demand.
* Domain Home Fashions Launches Internet Lifestyle Marketing Campaign | Furniture World Magazine. (2004).
* {{cite journal | last1 = Escalas | first1 = J. E. | last2 = Bettman | first2 = J. R. | year = 2005 | title = Self Construal, Reference Groups, and Brand Meaning | doi = 10.1086/497549 | journal = Journal of Consumer Research | volume = 32 | issue = 3| pages = 378–389 | s2cid = 8246081 }}
* {{cite web|website=Furniture Today |date=April 13, 2009 |url=http://www.furnituretoday.com/article/480757-lexington-offering-dealer-incentives-for-market-orders |title=Lexington offering dealer incentives for market orders}}
* {{cite journal | last1 = Helman | first1 = D. | last2 = Chernatony | first2 = L. | year = 1999 | title = Exploring the Development of Lifestyle Retail Brands | journal = Service Industries Journal | volume = 19 | issue = 2| pages = 49–68 | doi=10.1080/02642069900000018}}
* Keller, K. L. (2008). Strategic brand management: Building, measuring and managing brand equity. Upper Saddle River, NJ: Prentice Hall.
* {{cite journal | last1 = Kim | first1 = M. | last2 = Kim | first2 = S. | last3 = Lee | first3 = Y. | year = 2010 | title = The effect of distribution channel diversification of foreign luxury fashion brand on consumers' brand value and loyalty in Korean market | journal = Journal of Retailing and Consumer Services | volume = 17 | issue = 4| pages = 286–293 | doi = 10.1016/j.jretconser.2010.02.006 }}
* {{cite journal | last1 = Munteanu | first1 = C. C. | last2 = Pagalea | first2 = A. | year = 2013 | title = Brands as a means of consumer self-expression and desired personal lifestyle | journal = Procedia - Social and Behavioral Sciences | volume = 109 | issue = 1| pages = 103–107 | doi = 10.1016/j.sbspro.2013.12.427 | doi-access = free }}
* {{cite journal | last1 = Vigneron | first1 = F. | last2 = Johnson | first2 = L. W. | year = 2004 | title = Measuring perceptions of brand luxury | journal = Journal of Brand Management | volume = 11 | issue = 6| pages = 484–503 | doi = 10.1057/palgrave.bm.2540194 | s2cid = 167517463 }}
* {{cite journal | last1 = Vyncke | first1 = P | year = 2002 | title = Life-style segmentation: from attitudes interests and opinions to aesthetics style, life vision and media preferences | journal = European Journal of Communication | volume = 17 | issue = 4| pages = 445–463 | doi = 10.1177/02673231020170040301 | s2cid = 146207852 }}
* {{cite journal | last1 = Yoo | first1 = B. | last2 = Donthu | first2 = N. | year = 2001 | title = Developing and validating a multidimensional consumer-based brand equity scale | journal = Journal of Business Research | volume = 52 | issue = 1| pages = 1–14 | doi = 10.1016/S0148-2963(99)00098-3 }}
* {{cite journal | last1 = Athaide | first1 = G. A. | last2 = Klink | first2 = R. R. | year = 2012 | title = Creating Global Brand Names: The Use of Sound Symbolism | journal = Journal of Global Marketing | volume = 25 | issue = 4| pages = 202–212 | doi = 10.1080/08911762.2012.744123 | s2cid = 153505171 }}
* {{cite journal | last1 = Austin | first1 = C. G. | last2 = Matos | first2 = G. | year = 2013 | title = Lifestyle Brands: The Elephant in the Room | journal = Advances in Consumer Research | volume = 41 | pages = 653–41655 }}
* {{cite journal | last1 = Catalin | first1 = M. C. | last2 = Andreea | first2 = P. | year = 2014 | title = Brands as a Mean of Consumer Self-expression and Desired Personal Lifestyle | journal = Procedia - Social and Behavioral Sciences | volume = 109 | pages = 103–107 | doi = 10.1016/j.sbspro.2013.12.427 | doi-access = free }}
* {{cite journal | last1 = Cohen | first1 = R. J. | year = 2014 | title = Brand Personification: Introduction and Overview | journal = Psychology & Marketing | volume = 31 | issue = 1| pages = 1–30 | doi = 10.1002/mar.20671 }}
* {{cite journal | last1 = Kim | first1 = E. | last2 = Brandon | first2 = L. | year = 2010 | title = Modeling brand equity for lifestyle brand extensions: A strategic approach into generation Y vs. baby boomers | journal = Journal of Global Marketing Science | volume = 20 | issue = 1| pages = 35–48 | doi = 10.1080/12297119.2010.9707342 | s2cid = 167534674 }}
* {{cite journal | last1 = Kubat | first1 = U. | last2 = Swaminathan | first2 = V. | year = 2015 | title = Full Length Article: Crossing the cultural divide through bilingual advertising: The moderating role of brand cultural symbolism | url =https://zenodo.org/record/889635 | journal = International Journal of Research in Marketing | volume = 32 | pages = 354–362 | doi = 10.1016/j.ijresmar.2015.04.003 }}
* {{cite journal | last1 = Malär | first1 = L. | last2 = Krohmer | first2 = H. | last3 = Hoyer | first3 = W. D. | last4 = Nyffenegger | first4 = B. | year = 2011 | title = Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self | journal = Journal of Marketing | volume = 75 | issue = 4| pages = 35–52 | doi = 10.1509/jmkg.75.4.35 | s2cid = 168033342 }}
* {{cite journal | last1 = Nenycz-Thiel | first1 = M. | last2 = Romaniuk | first2 = J. | year = 2016 | title = Understanding premium private labels: A consumer categorization approach | journal = Journal of Retailing and Consumer Services | volume = 29| pages = 2922–2930 | doi = 10.1016/j.jretconser.2015.10.008 }}
* {{cite journal | last1 = Orzan | first1 = G. | last2 = Platon | first2 = O. | last3 = Stefanescu | first3 = C. D. | last4 = Orzan | first4 = M. | year = 2016 | title = Conceptual model regarding the influence of social media marketing communication on brand trust, brand affect and brand loyalty | journal = Economic Computation & Economic Cybernetics Studies & Research | volume = 50 | issue = 1| pages = 141–156 }}
* {{cite journal | last1 = Qing | first1 = Y. | last2 = Rong | first2 = C. | last3 = Xiaobing | first3 = X. | year = 2015 | title = Consistency between consumer personality and brand personality influences brand attachment | journal = Social Behavior & Personality | volume = 43 | issue = 9| pages = 1419–1427 | doi = 10.2224/sbp.2015.43.9.1419 }}
* {{cite journal | last1 = Schmitt | first1 = B | year = 2012 | title = The consumer psychology of brands | journal = [[Journal of Consumer Psychology]] | volume = 22 | issue = 1| pages = 7–17 | doi = 10.1016/j.jcps.2011.09.005 }}
* {{cite journal | last1 = Wu | first1 = L. | last2 = Klink | first2 = R. R. | last3 = Guo | first3 = J. | year = 2013 | title = Creating Gender Brand Personality with Brand Names: The Effects of Phonetic Symbolism | journal = Journal of Marketing Theory and Practice| volume = 21 | issue = 3| pages = 319–330 | doi = 10.2753/MTP1069-6679210306 | s2cid = 143648566 }}
* {{cite journal | last1 = Yi | first1 = X. | last2 = Batra | first2 = R. | last3 = Siqing | first3 = P. | year = 2015 | title = An Extended Model of Preference Formation Between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect | journal = Journal of International Marketing | volume = 23 | issue = 1| pages = 50–71 | doi = 10.1509/jim.14.0009 | s2cid = 154349897 }}
[[Category:Brand management]]
[[Category:Types of branding]]
[[Category:Lifestyle]]' |
New page wikitext, after the edit (new_wikitext) | '{{Short description|Identification for a good or service; marketing based on a common value of a subculture}}
{{mi|
{{Original research|date=May 2018}}
{{inline citations|date=January 2024}}
}}
A '''lifestyle brand''' is a [[brand]] that attempts to embody the values, aspirations, interests, [[Propositional attitude|attitudes]], or opinions of a group or a [[culture]] for marketing purposes.<ref name="Saviolo">{{harvp|Saviolo|Marazza|2012|p=16}}</ref> Lifestyle brands seek to inspire, guide, and motivate people, with the goal of making their products contribute to the definition of the consumer's way of life. As such, they are closely associated with the advertising and other promotions used to gain [[mind share]] in their target market.<ref>{{cite book|first=Joseph|last=Hancock|title=Brand/Story: Cases and Explorations in Fashion Branding|year=2016|publisher=Fairchild Books, Bloomsbury Publishing, Inc.}}</ref> They often operate from an [[ideology]], hoping{{clarify|how does a lifestyle brand "hope"?|date=March 2022}} to attract a relatively high number of people and ultimately become a recognised{{who|date=March 2022}} social phenomenon.<ref name="Saviolo 2012">{{cite book|last=Saviolo |first=Stefania|last2=Marazza |first2=Antonio |title= Lifestyle Brands - A Guide to Aspirational Marketing|isbn=978-1137285928|year=2012|publisher=[[Palgrave Macmillan]]}}</ref>
A lifestyle brand is an ideology created by a brand.<ref>{{Harvp|Schmitt|2012}}</ref> An organisation achieves a lifestyle brand by evoking an emotional connection with its customers,<ref name="Kim & Brandon, 2010">{{Harvp|Kim|Brandon|2010}}</ref> creating a consumer desire to be affiliated with a particular group or brand.<ref name="Austin & Matos, 2013">{{Harvp|Austin|Matos|2013}}</ref> The consumer will believe that their identity will be reinforced if they publicly associate themselves with a particular lifestyle brand,<ref name="Kim & Brandon, 2010"/> for example by using a brand on social media.<ref name="Catalin & Andreea, 2014">{{Harvp|Catalin|Andreea|2014}}</ref>
As individuals have different experiences, choices, and backgrounds (including social class, ethnicity, and culture), an organisation must understand to whom it directs its brand.<ref name="Catalin & Andreea, 2014"/> By constructing a lifestyle brand ideology, an organisation's goal is to become a recognised{{who|date=March 2022}} social phenomenon.<ref name="Austin & Matos, 2013"/>
Lifestyle brand marketing uses market research to segment target markets based on [[psychographics]] rather than [[demographics]].
==Definition==
Lifestyle brands operate from the idea{{clarify|reason=what does it mean to operate from an idea?|date=March 2022}} that each individual has an [[Identity (social science)|identity]] based on their choices, experiences, and background (e.g. ethnicity, social class, subculture, nationality, etc.). Lifestyle brands evoke emotional connections between a consumer and that consumer's desire to affiliate him or herself with a group. Lifestyle brands are one of the possible ways of consumer self-expression: customers believe that their identity will be reinforced or supplemented if they publicly associate themselves with a lifestyle brand or other [[symbol-intensive brand]]s.<ref>{{cite journal|last=Chernev|first=A. |author2=Hamilton, R. |author3=Gal D.|title=Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding|journal=Journal of Marketing|year=2011|volume=75|issue=3 |pages=66–82 |doi=10.1509/jmkg.75.3.66 |s2cid=14179708 }}</ref>
===Factors that influence the consumer decision process===
Consumers continually face multiple decisions with regard to product choice due to many competing products. Aspects such as a product's attributes have been shown to be involved in the consumer decision process.<ref name="Catalin & Andreea, 2014" /> A number of factors affect a consumer's choice of product brand, which influences their lifestyle. Consumers choose a brand that is acceptable to their self-image that they are trying to portray. Companies have to re-establish and reposition their products to ensure they meet the lifestyle a consumer is trying to obtain. They have an opportunity to refine their target market which would limit competition due to a reduced number in consumers who would be attracted to their specific brand because of the way they might perceive their lifestyle.{{clarify|reason=confusing run-on sentence|date=March 2022}}
Consumers evaluate product attributes as opposed to a case by case assessment.{{clarify|reason=it's unclear how these things are distinct|date=March 2022}}<ref>{{Harvp|Ainslie|Rosii|2005}}</ref> There is the need for brands to be understood and how they can be influential with regard to consumer's decision making considerations.{{clarify|reason=this sentence doesn't parse|date=March 2022}} Three processes are intertwined in choice behaviour: psychological, sociological, and economic processes.<ref name=":0">{{Harvp|Keller|2008}}</ref> Within these three processes lifestyle of the consumer also becomes intertwined with consumers tending to choose a brand they feel is congruent with their self-image, their identity – who they feel they are and what they connect with the most.{{clarify|reason=another confusing run-on sentence|date=March 2022}} P Vyncke suggests that a consumer's values, goals, and vision for their life, along with aesthetic style all reflect individual lifestyle.<ref>{{Harvp|Vyncke|2002}}</ref>
===Consumer self-expression===
Consumers use brands to express their identity.<ref>{{Harvp|Chernev|Hamilton|Gal|2011}}</ref> The need for self-expression can be related to the need for acceptance within society and the societal view on brands{{clarify|date=March 2022}} and how different brands portray income or wealth. Lifestyle brands allow customers to express themselves and portray their identity and lifestyle.<ref name=":0" /> Lifestyle brands in particular portray a type of meaning that allows a particular reference group to attach themselves based on their lifestyle, values or beliefs.<ref>{{Harvp|Escalas|Bettman|2005}}</ref>
===Perceived brand value===
If a consumer loves fashion this will have a positive effect on his/her willingness to pay for a luxury, top-end brand. In order for a lifestyle brand to be successful and dominate market share it needs to enhance customers experiences and provide more than just a product. Consumers are more willing and likely to purchase a brand that establishes itself as to value and satisfaction. Brand value is defined as comparing focal brands with unbranded products that have had the same level or same ways of marketing to consumers, as well as adopting the same product attributes.<ref>{{Harvp|Yoo|Donthu|2001}}</ref>
Luxury brands target those that have an extreme lifestyle. Price is never a factor. Three categories are identified as measuring brand value: brand loyalty, perceived value and brand awareness/association. Consumers associate themselves with luxury fashion brands to portray their lifestyle and separate them from the rest.<ref name=":1">{{Harvp|Vigneron|Johnson|2004}}</ref> Social value is an aspect that relates to consumers' desire to obtain luxury brands that they hope will offer them a symbolic part of a group or culture. There are emotional factors that are connected to the consumption of a luxury brand: for example those that bring pleasure or excitement.<ref>{{Harvp|Choi|Kim|2003}}</ref><ref>{{Harvp|Kim|Kim|Lee|2010}}</ref><ref name=":1" /> Consumers who purchase luxury brands tend to have a strong social function within their social class.
=== Retail brands ===
Lifestyle retail branding is the way in which retailers refine their products or services to interest lifestyles in specific market segments (Helman & Chernatony, 1999). Examples of lifestyle retail brands include the now defunct [[Laura Ashley plc|Laura Ashley]], [[Gap Inc.|GAP]] and [[Benetton Group|Benetton]]. These retailers offer a distinct and recognised set of values to consumers. Over time, a number of retailers have come up with their own brand strategies and are now seen as lifestyle retail brands because they are targeting consumers who adopt their brand to align themselves with a lifestyle they want to obtain (Helman & Chernatony, 1999).
== Psychology ==
It is important for an organisation to understand its brand's role amongst consumers. To achieve this, an organisation must use the following aspects of the lifestyle brand model (Schmitt, 2012).
=== Brand categorisation ===
This is defined as a consumer sorting products or brands into categories, based on their past experiences with that brand (Schmitt, 2012). It is used to avoid confusion, as consumers may be overwhelmed when comparing one product with an extensive range of other brands of the same product (Nenycz-Thiel & Romaniuk, 2016). Categorisation helps consumers evaluate the quality of the product (Catalin & Andreea, 2014). For example, a consumer may choose to purchase an [[Apple Inc.|Apple]] [[iPhone]] over a [[Huawei]] mobile phone, as they may believe that the iPhone has a better camera quality (Nenycz-Thiel & Romaniuk, 2016).
=== Brand affect ===
This aspect is defined as the effect or influence a brand may have upon an organisation and its consumers (Orzan, Platton, Stefanescu & Orzan, 2016). For example, [[Whole Foods Market|Whole Foods]] can affect a consumer by going the extra mile to offer organic foods products that suit that particular consumer's needs (Yi, Batra & Siqing, 2015).
=== Brand personality ===
This is when a brand encompasses a consistent set of traits in which the consumer can relate (Cohen, 2014). For example, [[CrossFit|Crossfit]] is a lifestyle brand which encompasses the idea of pushing yourself for your fitness. This idea is consistent on a global level. Through this lifestyle, consumers or participants have the opportunity to feel a part of a group of healthy, motivated fitness fanatics (Qing, Rong & Xiaobing, 2015).
=== Brand symbolism ===
This is defined as the strong symbolism that a brand transmits to its consumers, which is adopted for its social benefits (Kubat & Swaminathan, 2015). It allows consumers to feel as though they can express themselves through a form of identity, whilst being provided with a sense of belonging to a group (Wu, Klink & Guo, 2013). For example, [[Tiffany & Co.|Tiffany & Co]]. are a jewellery brand which offer affordable and expensive, high-quality jewellery products. When a person sees a consumer wearing its product in public, that person may aim to own a piece of Tiffany & Co. jewellery themselves, with the aim to seek social benefits or fit into a particular group (Athaide & Klink, 2012).
=== Brand attachment ===
Attachment is brought about when people form an emotional connection between themselves and a brand (Malar, Krohmer, Hoyer & Nyffenegger, 2011). For example, [[Coca-Cola]] uses advertisements to portray its happy lifestyle to consumers. These advertisements are used to form an emotional connection with the audience. Through the use of the "Open happiness" slogan, consumers may believe that by purchasing and consuming a Coca-Cola drink, they will feel like they are happy and having fun (Malar, Krohmer, Hoyer & Nyffenegger, 2011).
==Examples==
While some lifestyle brands purposely reference existing groups or cultures, others create a disruption within the status quo and propose an innovative viewpoint on the world. The driving force may be the product, the shopping experience, the service, the communication or a combination of these elements. These are often result from visionary goals of the CEO or founder. Early on, [[Apple Inc.|Apple's]] founder [[Steve Jobs]] sought to integrate the company's innovations into the industries of music, entertainment, and telecommunications.<ref name=cuneo>Cuneo, Alice Z.; Elkin, Tobi; Kim, Hank; Stanley, T.L. (December 15, 2003), "Apple transcends as lifestyle brand." ''Advertising Age''. '''74'''(50):S-2-S-6</ref> In 2002, he gifted each 7th- and 8th-grader in the state of Maine with a laptop, in an effort to show that it wasn't "about the technology, it's about what people can do with it."<ref name=cuneo/> Lee Clow—the chairman of Omnicom Group's TBWA Worldwide and Apple marketing partner—said that Jobs had "a very rigorous view of Apple's tone of voice and the way it talks with people," calling it "very human, very accessible."<ref name=cuneo/> [[Burton Snowboards|Burton]] has built its lifestyle brand by drawing on the snowboarding [[subculture]] and [[Quiksilver]] has done the same with the [[surfing]] community.
Some lifestyle brands align themselves with an ideology. [[Patagonia (clothing)|Patagonia]] proposes an environmentally friendly way of life. [[Volcom]], with the promise "Youth Against Establishment", gives a label and a sense of belonging to those who are "against" the world of adults.
One popular source for lifestyle brands is also [[national identity]]. [[Victoria's Secret]] purposely evoked the English upper class in its initial branding efforts, while [[Burberry]] is recalling the hip London culture{{which|no link, do not understand|date=February 2019}}.
Social or personal image is also a reference point for some lifestyle brands. In the 1990s, [[Abercrombie & Fitch]] successfully resuscitated a 1950s ideal —the white, masculine "beefcake"— during a time of political correctness and rejection of 1950s orthodoxy, creating a lifestyle brand based on a preppy, young, Ivy-League lifestyle. Their retail outlets reflect this lifestyle through their luxurious store environment, attractive store associates (models), and their black and white photographs featuring young people "living the Abercrombie & Fitch lifestyle". In doing so, Abercrombie & Fitch has created an outlet for those who lead, or wish to lead or wish to dream about leading this lifestyle.<ref>{{cite web|last=Denizet-Lewis|first=Benoit|title=The man behind Abercrombie & Fitch|url=http://www.salon.com/2006/01/24/jeffries/|work=Salon.com|accessdate=Jan 24, 2006|date=2006-01-24}}</ref>
Companies like home furnishing associate themselves with the term "lifestyle branding" when they are developing their brand portfolio ("Lexington Offering," 2009). A furniture company is likely to align new product lines with lifestyle collections that are associated with fashion icons, celebrities and well-known interior designers. For consumers this is reassuring and entices them to purchase home furnishings to be like these iconic influencers. Furniture companies have said that it helps them connect with those consumers who associate other categories with these celebrities. It is their way of tapping into new markets that have not yet been reached (Combs, 2010). Companies that have celebrity names associated with them provides a certain degree of guarantee to the brand (Clow et al., 2011).
A company called Doman Home Furnishings launched a campaign about food and kitchen products to enhance its brand as a lifestyle choice ("Domain Home," 2004). The campaign used models which had a caption along the lines of 'a slice of life'. This allowed consumers to gain a good understanding of the brand and the lifestyle that it could offer. Home furnishing companies use lifestyle merchandising to promote brand extension. Furthermore, the brand is communicated to consumers through using a designer who is associated with also creating fashion-apparel products. Therefore, this creates a connection between the fashion and homeware brands for these consumers are already associating with or are familiar with the fashion-apparel products.
== Expansion ==
One key indication that a brand has become a lifestyle is when it successfully expands beyond its original product. For example, [[Nike, Inc.|Nike]] used to be a product-based company, focusing on making running shoes. But over time, the company and its [[logo]] has become associated with the athletic subculture. That has allowed Nike to expand into related athletic categories, such as sports equipment and apparel.
[[Gaiam]] started out as a [[yoga]] company but has had great success in developing a lifestyle brand, which has allowed it to move into other markets as varied as [[solar power]] and [[green building]] supplies. [[Nautica (clothing company)|Nautica]] started out as a collection of 6 outerwear pieces but built itself into a global lifestyle brand by having collections for men, women, kids, home and accessories.
A company's status as a lifestyle brand isn't achieved by providing a wide range of products but by the benefit and symbolic value that the customer associates with the brand.<ref name="Saviolo 2012"/>
== See also ==
* [[Symbol-intensive brand]]
* [[Status symbol]]
* [[Coolhunting]]
== References ==
{{Refbegin}}
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* Combs, H. E. (2010, March 1). Licensing: Big names still in demand.
* Domain Home Fashions Launches Internet Lifestyle Marketing Campaign | Furniture World Magazine. (2004).
* {{cite journal | last1 = Escalas | first1 = J. E. | last2 = Bettman | first2 = J. R. | year = 2005 | title = Self Construal, Reference Groups, and Brand Meaning | doi = 10.1086/497549 | journal = Journal of Consumer Research | volume = 32 | issue = 3| pages = 378–389 | s2cid = 8246081 }}
* {{cite web|website=Furniture Today |date=April 13, 2009 |url=http://www.furnituretoday.com/article/480757-lexington-offering-dealer-incentives-for-market-orders |title=Lexington offering dealer incentives for market orders}}
* {{cite journal | last1 = Helman | first1 = D. | last2 = Chernatony | first2 = L. | year = 1999 | title = Exploring the Development of Lifestyle Retail Brands | journal = Service Industries Journal | volume = 19 | issue = 2| pages = 49–68 | doi=10.1080/02642069900000018}}
* Keller, K. L. (2008). Strategic brand management: Building, measuring and managing brand equity. Upper Saddle River, NJ: Prentice Hall.
* {{cite journal | last1 = Kim | first1 = M. | last2 = Kim | first2 = S. | last3 = Lee | first3 = Y. | year = 2010 | title = The effect of distribution channel diversification of foreign luxury fashion brand on consumers' brand value and loyalty in Korean market | journal = Journal of Retailing and Consumer Services | volume = 17 | issue = 4| pages = 286–293 | doi = 10.1016/j.jretconser.2010.02.006 }}
* {{cite journal | last1 = Munteanu | first1 = C. C. | last2 = Pagalea | first2 = A. | year = 2013 | title = Brands as a means of consumer self-expression and desired personal lifestyle | journal = Procedia - Social and Behavioral Sciences | volume = 109 | issue = 1| pages = 103–107 | doi = 10.1016/j.sbspro.2013.12.427 | doi-access = free }}
* {{cite journal | last1 = Vigneron | first1 = F. | last2 = Johnson | first2 = L. W. | year = 2004 | title = Measuring perceptions of brand luxury | journal = Journal of Brand Management | volume = 11 | issue = 6| pages = 484–503 | doi = 10.1057/palgrave.bm.2540194 | s2cid = 167517463 }}
* {{cite journal | last1 = Vyncke | first1 = P | year = 2002 | title = Life-style segmentation: from attitudes interests and opinions to aesthetics style, life vision and media preferences | journal = European Journal of Communication | volume = 17 | issue = 4| pages = 445–463 | doi = 10.1177/02673231020170040301 | s2cid = 146207852 }}
* {{cite journal | last1 = Yoo | first1 = B. | last2 = Donthu | first2 = N. | year = 2001 | title = Developing and validating a multidimensional consumer-based brand equity scale | journal = Journal of Business Research | volume = 52 | issue = 1| pages = 1–14 | doi = 10.1016/S0148-2963(99)00098-3 }}
* {{cite journal | last1 = Athaide | first1 = G. A. | last2 = Klink | first2 = R. R. | year = 2012 | title = Creating Global Brand Names: The Use of Sound Symbolism | journal = Journal of Global Marketing | volume = 25 | issue = 4| pages = 202–212 | doi = 10.1080/08911762.2012.744123 | s2cid = 153505171 }}
* {{cite journal | last1 = Austin | first1 = C. G. | last2 = Matos | first2 = G. | year = 2013 | title = Lifestyle Brands: The Elephant in the Room | journal = Advances in Consumer Research | volume = 41 | pages = 653–41655 }}
* {{cite journal | last1 = Catalin | first1 = M. C. | last2 = Andreea | first2 = P. | year = 2014 | title = Brands as a Mean of Consumer Self-expression and Desired Personal Lifestyle | journal = Procedia - Social and Behavioral Sciences | volume = 109 | pages = 103–107 | doi = 10.1016/j.sbspro.2013.12.427 | doi-access = free }}
* {{cite journal | last1 = Cohen | first1 = R. J. | year = 2014 | title = Brand Personification: Introduction and Overview | journal = Psychology & Marketing | volume = 31 | issue = 1| pages = 1–30 | doi = 10.1002/mar.20671 }}
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* {{cite journal | last1 = Kubat | first1 = U. | last2 = Swaminathan | first2 = V. | year = 2015 | title = Full Length Article: Crossing the cultural divide through bilingual advertising: The moderating role of brand cultural symbolism | url =https://zenodo.org/record/889635 | journal = International Journal of Research in Marketing | volume = 32 | pages = 354–362 | doi = 10.1016/j.ijresmar.2015.04.003 }}
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* {{cite journal | last1 = Nenycz-Thiel | first1 = M. | last2 = Romaniuk | first2 = J. | year = 2016 | title = Understanding premium private labels: A consumer categorization approach | journal = Journal of Retailing and Consumer Services | volume = 29| pages = 2922–2930 | doi = 10.1016/j.jretconser.2015.10.008 }}
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* {{cite journal | last1 = Schmitt | first1 = B | year = 2012 | title = The consumer psychology of brands | journal = [[Journal of Consumer Psychology]] | volume = 22 | issue = 1| pages = 7–17 | doi = 10.1016/j.jcps.2011.09.005 }}
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* {{cite journal | last1 = Yi | first1 = X. | last2 = Batra | first2 = R. | last3 = Siqing | first3 = P. | year = 2015 | title = An Extended Model of Preference Formation Between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect | journal = Journal of International Marketing | volume = 23 | issue = 1| pages = 50–71 | doi = 10.1509/jim.14.0009 | s2cid = 154349897 }}
{{Refend}}
=== Notes ===
{{Reflist}}
[[Category:Brand management]]
[[Category:Types of branding]]
[[Category:Lifestyle]]' |
Unified diff of changes made by edit (edit_diff) | '@@ -6,5 +6,5 @@
A '''lifestyle brand''' is a [[brand]] that attempts to embody the values, aspirations, interests, [[Propositional attitude|attitudes]], or opinions of a group or a [[culture]] for marketing purposes.<ref name="Saviolo">{{harvp|Saviolo|Marazza|2012|p=16}}</ref> Lifestyle brands seek to inspire, guide, and motivate people, with the goal of making their products contribute to the definition of the consumer's way of life. As such, they are closely associated with the advertising and other promotions used to gain [[mind share]] in their target market.<ref>{{cite book|first=Joseph|last=Hancock|title=Brand/Story: Cases and Explorations in Fashion Branding|year=2016|publisher=Fairchild Books, Bloomsbury Publishing, Inc.}}</ref> They often operate from an [[ideology]], hoping{{clarify|how does a lifestyle brand "hope"?|date=March 2022}} to attract a relatively high number of people and ultimately become a recognised{{who|date=March 2022}} social phenomenon.<ref name="Saviolo 2012">{{cite book|last=Saviolo |first=Stefania|last2=Marazza |first2=Antonio |title= Lifestyle Brands - A Guide to Aspirational Marketing|isbn=978-1137285928|year=2012|publisher=[[Palgrave Macmillan]]}}</ref>
-A lifestyle brand is an ideology created by a brand.<ref>Schmitt, 2012</ref> An organisation achieves a lifestyle brand by evoking an emotional connection with its customers,<ref name="Kim & Brandon, 2010">Kim & Brandon, 2010</ref> creating a consumer desire to be affiliated with a particular group or brand.<ref name="Austin & Matos, 2013">Austin & Matos, 2013</ref> The consumer will believe that their identity will be reinforced if they publicly associate themselves with a particular lifestyle brand,<ref name="Kim & Brandon, 2010"/> for example by using a brand on social media.<ref name="Catalin & Andreea, 2014">(Catalin & Andreea, 2014)</ref>
+A lifestyle brand is an ideology created by a brand.<ref>{{Harvp|Schmitt|2012}}</ref> An organisation achieves a lifestyle brand by evoking an emotional connection with its customers,<ref name="Kim & Brandon, 2010">{{Harvp|Kim|Brandon|2010}}</ref> creating a consumer desire to be affiliated with a particular group or brand.<ref name="Austin & Matos, 2013">{{Harvp|Austin|Matos|2013}}</ref> The consumer will believe that their identity will be reinforced if they publicly associate themselves with a particular lifestyle brand,<ref name="Kim & Brandon, 2010"/> for example by using a brand on social media.<ref name="Catalin & Andreea, 2014">{{Harvp|Catalin|Andreea|2014}}</ref>
As individuals have different experiences, choices, and backgrounds (including social class, ethnicity, and culture), an organisation must understand to whom it directs its brand.<ref name="Catalin & Andreea, 2014"/> By constructing a lifestyle brand ideology, an organisation's goal is to become a recognised{{who|date=March 2022}} social phenomenon.<ref name="Austin & Matos, 2013"/>
@@ -17,17 +17,17 @@
===Factors that influence the consumer decision process===
-Consumers continually face multiple decisions with regard to product choice due to many competing products. Aspects such as a product's attributes have been shown to be involved in the consumer decision process.<ref>Catalin & Andreea, 2014</ref> A number of factors affect a consumer's choice of product brand, which influences their lifestyle. Consumers choose a brand that is acceptable to their self-image that they are trying to portray. Companies have to re-establish and reposition their products to ensure they meet the lifestyle a consumer is trying to obtain. They have an opportunity to refine their target market which would limit competition due to a reduced number in consumers who would be attracted to their specific brand because of the way they might perceive their lifestyle.{{clarify|reason=confusing run-on sentence|date=March 2022}}
+Consumers continually face multiple decisions with regard to product choice due to many competing products. Aspects such as a product's attributes have been shown to be involved in the consumer decision process.<ref name="Catalin & Andreea, 2014" /> A number of factors affect a consumer's choice of product brand, which influences their lifestyle. Consumers choose a brand that is acceptable to their self-image that they are trying to portray. Companies have to re-establish and reposition their products to ensure they meet the lifestyle a consumer is trying to obtain. They have an opportunity to refine their target market which would limit competition due to a reduced number in consumers who would be attracted to their specific brand because of the way they might perceive their lifestyle.{{clarify|reason=confusing run-on sentence|date=March 2022}}
-Consumers evaluate product attributes as opposed to a case by case assessment.{{clarify|reason=it's unclear how these things are distinct|date=March 2022}}<ref>Ainslie and Rosii, 2005</ref> There is the need for brands to be understood and how they can be influential with regard to consumer's decision making considerations.{{clarify|reason=this sentence doesn't parse|date=March 2022}} Three processes are intertwined in choice behaviour: psychological, sociological, and economic processes.<ref>Keller, 2008</ref> Within these three processes lifestyle of the consumer also becomes intertwined with consumers tending to choose a brand they feel is congruent with their self-image, their identity – who they feel they are and what they connect with the most.{{clarify|reason=another confusing run-on sentence|date=March 2022}} Vyncke (2002) suggests that a consumer's values, goals, and vision for their life, along with aesthetic style all reflect individual lifestyle.
+Consumers evaluate product attributes as opposed to a case by case assessment.{{clarify|reason=it's unclear how these things are distinct|date=March 2022}}<ref>{{Harvp|Ainslie|Rosii|2005}}</ref> There is the need for brands to be understood and how they can be influential with regard to consumer's decision making considerations.{{clarify|reason=this sentence doesn't parse|date=March 2022}} Three processes are intertwined in choice behaviour: psychological, sociological, and economic processes.<ref name=":0">{{Harvp|Keller|2008}}</ref> Within these three processes lifestyle of the consumer also becomes intertwined with consumers tending to choose a brand they feel is congruent with their self-image, their identity – who they feel they are and what they connect with the most.{{clarify|reason=another confusing run-on sentence|date=March 2022}} P Vyncke suggests that a consumer's values, goals, and vision for their life, along with aesthetic style all reflect individual lifestyle.<ref>{{Harvp|Vyncke|2002}}</ref>
===Consumer self-expression===
-Consumers use brands to express their identity.<ref>Chernev, Hamilton & Gal, 2011</ref> The need for self-expression can be related to the need for acceptance within society and the societal view on brands{{clarify|date=March 2022}} and how different brands portray income or wealth. Lifestyle brands allow customers to express themselves and portray their identity and lifestyle (Keller, 2008). Lifestyle brands in particular portray a type of meaning that allows a particular reference group to attach themselves based on their lifestyle, values or beliefs (Escalas, & Bettman, 2005).
+Consumers use brands to express their identity.<ref>{{Harvp|Chernev|Hamilton|Gal|2011}}</ref> The need for self-expression can be related to the need for acceptance within society and the societal view on brands{{clarify|date=March 2022}} and how different brands portray income or wealth. Lifestyle brands allow customers to express themselves and portray their identity and lifestyle.<ref name=":0" /> Lifestyle brands in particular portray a type of meaning that allows a particular reference group to attach themselves based on their lifestyle, values or beliefs.<ref>{{Harvp|Escalas|Bettman|2005}}</ref>
===Perceived brand value===
-If a consumer loves fashion this will have a positive effect on his/her willingness to pay for a luxury, top-end brand. In order for a lifestyle brand to be successful and dominate market share it needs to enhance customers experiences and provide more than just a product. Consumers are more willing and likely to purchase a brand that establishes itself as to value and satisfaction. Brand value is defined as comparing focal brands with unbranded products that have had the same level or same ways of marketing to consumers, as well as adopting the same product attributes (Yoo and Donthu, 2001).
+If a consumer loves fashion this will have a positive effect on his/her willingness to pay for a luxury, top-end brand. In order for a lifestyle brand to be successful and dominate market share it needs to enhance customers experiences and provide more than just a product. Consumers are more willing and likely to purchase a brand that establishes itself as to value and satisfaction. Brand value is defined as comparing focal brands with unbranded products that have had the same level or same ways of marketing to consumers, as well as adopting the same product attributes.<ref>{{Harvp|Yoo|Donthu|2001}}</ref>
-Luxury brands target those that have an extreme lifestyle. Price is never a factor. Three categories are identified as measuring brand value: brand loyalty, perceived value and brand awareness/association. Consumers associate themselves with luxury fashion brands to portray their lifestyle and separate them from the rest (Vigneron & Johnson, 2004). Social value is an aspect that relates to consumers' desire to obtain luxury brands that they hope will offer them a symbolic part of a group or culture. There are emotional factors that are connected to the consumption of a luxury brand: for example those that bring pleasure or excitement (Choi & Kim 2003; Kim et al., 2010; Vigneron & Johnson, 2004). Consumers who purchase luxury brands tend to have a strong social function within their social class.
+Luxury brands target those that have an extreme lifestyle. Price is never a factor. Three categories are identified as measuring brand value: brand loyalty, perceived value and brand awareness/association. Consumers associate themselves with luxury fashion brands to portray their lifestyle and separate them from the rest.<ref name=":1">{{Harvp|Vigneron|Johnson|2004}}</ref> Social value is an aspect that relates to consumers' desire to obtain luxury brands that they hope will offer them a symbolic part of a group or culture. There are emotional factors that are connected to the consumption of a luxury brand: for example those that bring pleasure or excitement.<ref>{{Harvp|Choi|Kim|2003}}</ref><ref>{{Harvp|Kim|Kim|Lee|2010}}</ref><ref name=":1" /> Consumers who purchase luxury brands tend to have a strong social function within their social class.
=== Retail brands ===
@@ -82,9 +82,7 @@
* [[Status symbol]]
* [[Coolhunting]]
-
-== Notes ==
-{{Reflist}}
== References ==
+{{Refbegin}}
* {{cite journal | last1 = Ainslie | first1 = A. | last2 = Rosii | first2 = P. E. | year = 1998 | title = Similarities in choice behavior across product categories | doi = 10.1287/mksc.17.2.91 | journal = Marketing Science | volume = 17 | issue = 2| pages = 91–106 | s2cid = 154373463 }}
* {{cite journal | last1 = Chernev | first1 = A. | last2 = Hamilton | first2 = R. | last3 = Gal | first3 = D. | year = 2011 | title = Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding | journal = Journal of Marketing | volume = 75 | issue = 1| pages = 66–82 | doi = 10.1509/jmkg.75.3.66 | s2cid = 14179708 }}
@@ -115,6 +113,10 @@
* {{cite journal | last1 = Wu | first1 = L. | last2 = Klink | first2 = R. R. | last3 = Guo | first3 = J. | year = 2013 | title = Creating Gender Brand Personality with Brand Names: The Effects of Phonetic Symbolism | journal = Journal of Marketing Theory and Practice| volume = 21 | issue = 3| pages = 319–330 | doi = 10.2753/MTP1069-6679210306 | s2cid = 143648566 }}
* {{cite journal | last1 = Yi | first1 = X. | last2 = Batra | first2 = R. | last3 = Siqing | first3 = P. | year = 2015 | title = An Extended Model of Preference Formation Between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect | journal = Journal of International Marketing | volume = 23 | issue = 1| pages = 50–71 | doi = 10.1509/jim.14.0009 | s2cid = 154349897 }}
+{{Refend}}
+
+=== Notes ===
+{{Reflist}}
[[Category:Brand management]]
[[Category:Types of branding]]
[[Category:Lifestyle]]
' |
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0 => 'A lifestyle brand is an ideology created by a brand.<ref>{{Harvp|Schmitt|2012}}</ref> An organisation achieves a lifestyle brand by evoking an emotional connection with its customers,<ref name="Kim & Brandon, 2010">{{Harvp|Kim|Brandon|2010}}</ref> creating a consumer desire to be affiliated with a particular group or brand.<ref name="Austin & Matos, 2013">{{Harvp|Austin|Matos|2013}}</ref> The consumer will believe that their identity will be reinforced if they publicly associate themselves with a particular lifestyle brand,<ref name="Kim & Brandon, 2010"/> for example by using a brand on social media.<ref name="Catalin & Andreea, 2014">{{Harvp|Catalin|Andreea|2014}}</ref>',
1 => 'Consumers continually face multiple decisions with regard to product choice due to many competing products. Aspects such as a product's attributes have been shown to be involved in the consumer decision process.<ref name="Catalin & Andreea, 2014" /> A number of factors affect a consumer's choice of product brand, which influences their lifestyle. Consumers choose a brand that is acceptable to their self-image that they are trying to portray. Companies have to re-establish and reposition their products to ensure they meet the lifestyle a consumer is trying to obtain. They have an opportunity to refine their target market which would limit competition due to a reduced number in consumers who would be attracted to their specific brand because of the way they might perceive their lifestyle.{{clarify|reason=confusing run-on sentence|date=March 2022}}',
2 => 'Consumers evaluate product attributes as opposed to a case by case assessment.{{clarify|reason=it's unclear how these things are distinct|date=March 2022}}<ref>{{Harvp|Ainslie|Rosii|2005}}</ref> There is the need for brands to be understood and how they can be influential with regard to consumer's decision making considerations.{{clarify|reason=this sentence doesn't parse|date=March 2022}} Three processes are intertwined in choice behaviour: psychological, sociological, and economic processes.<ref name=":0">{{Harvp|Keller|2008}}</ref> Within these three processes lifestyle of the consumer also becomes intertwined with consumers tending to choose a brand they feel is congruent with their self-image, their identity – who they feel they are and what they connect with the most.{{clarify|reason=another confusing run-on sentence|date=March 2022}} P Vyncke suggests that a consumer's values, goals, and vision for their life, along with aesthetic style all reflect individual lifestyle.<ref>{{Harvp|Vyncke|2002}}</ref>',
3 => 'Consumers use brands to express their identity.<ref>{{Harvp|Chernev|Hamilton|Gal|2011}}</ref> The need for self-expression can be related to the need for acceptance within society and the societal view on brands{{clarify|date=March 2022}} and how different brands portray income or wealth. Lifestyle brands allow customers to express themselves and portray their identity and lifestyle.<ref name=":0" /> Lifestyle brands in particular portray a type of meaning that allows a particular reference group to attach themselves based on their lifestyle, values or beliefs.<ref>{{Harvp|Escalas|Bettman|2005}}</ref>',
4 => 'If a consumer loves fashion this will have a positive effect on his/her willingness to pay for a luxury, top-end brand. In order for a lifestyle brand to be successful and dominate market share it needs to enhance customers experiences and provide more than just a product. Consumers are more willing and likely to purchase a brand that establishes itself as to value and satisfaction. Brand value is defined as comparing focal brands with unbranded products that have had the same level or same ways of marketing to consumers, as well as adopting the same product attributes.<ref>{{Harvp|Yoo|Donthu|2001}}</ref>',
5 => 'Luxury brands target those that have an extreme lifestyle. Price is never a factor. Three categories are identified as measuring brand value: brand loyalty, perceived value and brand awareness/association. Consumers associate themselves with luxury fashion brands to portray their lifestyle and separate them from the rest.<ref name=":1">{{Harvp|Vigneron|Johnson|2004}}</ref> Social value is an aspect that relates to consumers' desire to obtain luxury brands that they hope will offer them a symbolic part of a group or culture. There are emotional factors that are connected to the consumption of a luxury brand: for example those that bring pleasure or excitement.<ref>{{Harvp|Choi|Kim|2003}}</ref><ref>{{Harvp|Kim|Kim|Lee|2010}}</ref><ref name=":1" /> Consumers who purchase luxury brands tend to have a strong social function within their social class.',
6 => '{{Refbegin}}',
7 => '{{Refend}}',
8 => '',
9 => '=== Notes ===',
10 => '{{Reflist}}'
] |
Lines removed in edit (removed_lines) | [
0 => 'A lifestyle brand is an ideology created by a brand.<ref>Schmitt, 2012</ref> An organisation achieves a lifestyle brand by evoking an emotional connection with its customers,<ref name="Kim & Brandon, 2010">Kim & Brandon, 2010</ref> creating a consumer desire to be affiliated with a particular group or brand.<ref name="Austin & Matos, 2013">Austin & Matos, 2013</ref> The consumer will believe that their identity will be reinforced if they publicly associate themselves with a particular lifestyle brand,<ref name="Kim & Brandon, 2010"/> for example by using a brand on social media.<ref name="Catalin & Andreea, 2014">(Catalin & Andreea, 2014)</ref>',
1 => 'Consumers continually face multiple decisions with regard to product choice due to many competing products. Aspects such as a product's attributes have been shown to be involved in the consumer decision process.<ref>Catalin & Andreea, 2014</ref> A number of factors affect a consumer's choice of product brand, which influences their lifestyle. Consumers choose a brand that is acceptable to their self-image that they are trying to portray. Companies have to re-establish and reposition their products to ensure they meet the lifestyle a consumer is trying to obtain. They have an opportunity to refine their target market which would limit competition due to a reduced number in consumers who would be attracted to their specific brand because of the way they might perceive their lifestyle.{{clarify|reason=confusing run-on sentence|date=March 2022}}',
2 => 'Consumers evaluate product attributes as opposed to a case by case assessment.{{clarify|reason=it's unclear how these things are distinct|date=March 2022}}<ref>Ainslie and Rosii, 2005</ref> There is the need for brands to be understood and how they can be influential with regard to consumer's decision making considerations.{{clarify|reason=this sentence doesn't parse|date=March 2022}} Three processes are intertwined in choice behaviour: psychological, sociological, and economic processes.<ref>Keller, 2008</ref> Within these three processes lifestyle of the consumer also becomes intertwined with consumers tending to choose a brand they feel is congruent with their self-image, their identity – who they feel they are and what they connect with the most.{{clarify|reason=another confusing run-on sentence|date=March 2022}} Vyncke (2002) suggests that a consumer's values, goals, and vision for their life, along with aesthetic style all reflect individual lifestyle.',
3 => 'Consumers use brands to express their identity.<ref>Chernev, Hamilton & Gal, 2011</ref> The need for self-expression can be related to the need for acceptance within society and the societal view on brands{{clarify|date=March 2022}} and how different brands portray income or wealth. Lifestyle brands allow customers to express themselves and portray their identity and lifestyle (Keller, 2008). Lifestyle brands in particular portray a type of meaning that allows a particular reference group to attach themselves based on their lifestyle, values or beliefs (Escalas, & Bettman, 2005).',
4 => 'If a consumer loves fashion this will have a positive effect on his/her willingness to pay for a luxury, top-end brand. In order for a lifestyle brand to be successful and dominate market share it needs to enhance customers experiences and provide more than just a product. Consumers are more willing and likely to purchase a brand that establishes itself as to value and satisfaction. Brand value is defined as comparing focal brands with unbranded products that have had the same level or same ways of marketing to consumers, as well as adopting the same product attributes (Yoo and Donthu, 2001).',
5 => 'Luxury brands target those that have an extreme lifestyle. Price is never a factor. Three categories are identified as measuring brand value: brand loyalty, perceived value and brand awareness/association. Consumers associate themselves with luxury fashion brands to portray their lifestyle and separate them from the rest (Vigneron & Johnson, 2004). Social value is an aspect that relates to consumers' desire to obtain luxury brands that they hope will offer them a symbolic part of a group or culture. There are emotional factors that are connected to the consumption of a luxury brand: for example those that bring pleasure or excitement (Choi & Kim 2003; Kim et al., 2010; Vigneron & Johnson, 2004). Consumers who purchase luxury brands tend to have a strong social function within their social class.',
6 => '',
7 => '== Notes ==',
8 => '{{Reflist}}'
] |
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<p>A <b>lifestyle brand</b> is a <a href="/https/en.wikipedia.org/wiki/Brand" title="Brand">brand</a> that attempts to embody the values, aspirations, interests, <a href="/https/en.wikipedia.org/wiki/Propositional_attitude" title="Propositional attitude">attitudes</a>, or opinions of a group or a <a href="/https/en.wikipedia.org/wiki/Culture" title="Culture">culture</a> for marketing purposes.<sup id="cite_ref-Saviolo_1-0" class="reference"><a href="#cite_note-Saviolo-1">[1]</a></sup> Lifestyle brands seek to inspire, guide, and motivate people, with the goal of making their products contribute to the definition of the consumer's way of life. As such, they are closely associated with the advertising and other promotions used to gain <a href="/https/en.wikipedia.org/wiki/Mind_share" title="Mind share">mind share</a> in their target market.<sup id="cite_ref-2" class="reference"><a href="#cite_note-2">[2]</a></sup> They often operate from an <a href="/https/en.wikipedia.org/wiki/Ideology" title="Ideology">ideology</a>, hoping<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/https/en.wikipedia.org/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="The text near this tag may need clarification or removal of jargon. (March 2022)">clarification needed</span></a></i>]</sup> to attract a relatively high number of people and ultimately become a recognised<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/https/en.wikipedia.org/wiki/Wikipedia:Manual_of_Style/Words_to_watch#Unsupported_attributions" title="Wikipedia:Manual of Style/Words to watch"><span title="The material near this tag possibly uses too-vague attribution or weasel words. (March 2022)">who?</span></a></i>]</sup> social phenomenon.<sup id="cite_ref-Saviolo_2012_3-0" class="reference"><a href="#cite_note-Saviolo_2012-3">[3]</a></sup>
</p><p>A lifestyle brand is an ideology created by a brand.<sup id="cite_ref-4" class="reference"><a href="#cite_note-4">[4]</a></sup> An organisation achieves a lifestyle brand by evoking an emotional connection with its customers,<sup id="cite_ref-Kim_&_Brandon,_2010_5-0" class="reference"><a href="#cite_note-Kim_&_Brandon,_2010-5">[5]</a></sup> creating a consumer desire to be affiliated with a particular group or brand.<sup id="cite_ref-Austin_&_Matos,_2013_6-0" class="reference"><a href="#cite_note-Austin_&_Matos,_2013-6">[6]</a></sup> The consumer will believe that their identity will be reinforced if they publicly associate themselves with a particular lifestyle brand,<sup id="cite_ref-Kim_&_Brandon,_2010_5-1" class="reference"><a href="#cite_note-Kim_&_Brandon,_2010-5">[5]</a></sup> for example by using a brand on social media.<sup id="cite_ref-Catalin_&_Andreea,_2014_7-0" class="reference"><a href="#cite_note-Catalin_&_Andreea,_2014-7">[7]</a></sup>
</p><p>As individuals have different experiences, choices, and backgrounds (including social class, ethnicity, and culture), an organisation must understand to whom it directs its brand.<sup id="cite_ref-Catalin_&_Andreea,_2014_7-1" class="reference"><a href="#cite_note-Catalin_&_Andreea,_2014-7">[7]</a></sup> By constructing a lifestyle brand ideology, an organisation's goal is to become a recognised<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/https/en.wikipedia.org/wiki/Wikipedia:Manual_of_Style/Words_to_watch#Unsupported_attributions" title="Wikipedia:Manual of Style/Words to watch"><span title="The material near this tag possibly uses too-vague attribution or weasel words. (March 2022)">who?</span></a></i>]</sup> social phenomenon.<sup id="cite_ref-Austin_&_Matos,_2013_6-1" class="reference"><a href="#cite_note-Austin_&_Matos,_2013-6">[6]</a></sup>
</p><p>Lifestyle brand marketing uses market research to segment target markets based on <a href="/https/en.wikipedia.org/wiki/Psychographics" title="Psychographics">psychographics</a> rather than <a href="/https/en.wikipedia.org/wiki/Demographics" class="mw-redirect" title="Demographics">demographics</a>.
</p>
<div id="toc" class="toc" role="navigation" aria-labelledby="mw-toc-heading"><input type="checkbox" role="button" id="toctogglecheckbox" class="toctogglecheckbox" style="display:none" /><div class="toctitle" lang="en" dir="ltr"><h2 id="mw-toc-heading">Contents</h2><span class="toctogglespan"><label class="toctogglelabel" for="toctogglecheckbox"></label></span></div>
<ul>
<li class="toclevel-1 tocsection-1"><a href="#Definition"><span class="tocnumber">1</span> <span class="toctext">Definition</span></a>
<ul>
<li class="toclevel-2 tocsection-2"><a href="#Factors_that_influence_the_consumer_decision_process"><span class="tocnumber">1.1</span> <span class="toctext">Factors that influence the consumer decision process</span></a></li>
<li class="toclevel-2 tocsection-3"><a href="#Consumer_self-expression"><span class="tocnumber">1.2</span> <span class="toctext">Consumer self-expression</span></a></li>
<li class="toclevel-2 tocsection-4"><a href="#Perceived_brand_value"><span class="tocnumber">1.3</span> <span class="toctext">Perceived brand value</span></a></li>
<li class="toclevel-2 tocsection-5"><a href="#Retail_brands"><span class="tocnumber">1.4</span> <span class="toctext">Retail brands</span></a></li>
</ul>
</li>
<li class="toclevel-1 tocsection-6"><a href="#Psychology"><span class="tocnumber">2</span> <span class="toctext">Psychology</span></a>
<ul>
<li class="toclevel-2 tocsection-7"><a href="#Brand_categorisation"><span class="tocnumber">2.1</span> <span class="toctext">Brand categorisation</span></a></li>
<li class="toclevel-2 tocsection-8"><a href="#Brand_affect"><span class="tocnumber">2.2</span> <span class="toctext">Brand affect</span></a></li>
<li class="toclevel-2 tocsection-9"><a href="#Brand_personality"><span class="tocnumber">2.3</span> <span class="toctext">Brand personality</span></a></li>
<li class="toclevel-2 tocsection-10"><a href="#Brand_symbolism"><span class="tocnumber">2.4</span> <span class="toctext">Brand symbolism</span></a></li>
<li class="toclevel-2 tocsection-11"><a href="#Brand_attachment"><span class="tocnumber">2.5</span> <span class="toctext">Brand attachment</span></a></li>
</ul>
</li>
<li class="toclevel-1 tocsection-12"><a href="#Examples"><span class="tocnumber">3</span> <span class="toctext">Examples</span></a></li>
<li class="toclevel-1 tocsection-13"><a href="#Expansion"><span class="tocnumber">4</span> <span class="toctext">Expansion</span></a></li>
<li class="toclevel-1 tocsection-14"><a href="#See_also"><span class="tocnumber">5</span> <span class="toctext">See also</span></a></li>
<li class="toclevel-1 tocsection-15"><a href="#References"><span class="tocnumber">6</span> <span class="toctext">References</span></a>
<ul>
<li class="toclevel-2 tocsection-16"><a href="#Notes"><span class="tocnumber">6.1</span> <span class="toctext">Notes</span></a></li>
</ul>
</li>
</ul>
</div>
<h2><span class="mw-headline" id="Definition">Definition</span><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&veaction=edit&section=1" title="Edit section: Definition" class="mw-editsection-visualeditor"><span>edit</span></a><span class="mw-editsection-divider"> | </span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&action=edit&section=1" title="Edit section's source code: Definition"><span>edit source</span></a><span class="mw-editsection-bracket">]</span></span></h2>
<p>Lifestyle brands operate from the idea<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/https/en.wikipedia.org/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="what does it mean to operate from an idea? (March 2022)">clarification needed</span></a></i>]</sup> that each individual has an <a href="/https/en.wikipedia.org/wiki/Identity_(social_science)" title="Identity (social science)">identity</a> based on their choices, experiences, and background (e.g. ethnicity, social class, subculture, nationality, etc.). Lifestyle brands evoke emotional connections between a consumer and that consumer's desire to affiliate him or herself with a group. Lifestyle brands are one of the possible ways of consumer self-expression: customers believe that their identity will be reinforced or supplemented if they publicly associate themselves with a lifestyle brand or other <a href="/https/en.wikipedia.org/wiki/Symbol-intensive_brand" title="Symbol-intensive brand">symbol-intensive brands</a>.<sup id="cite_ref-8" class="reference"><a href="#cite_note-8">[8]</a></sup>
</p>
<h3><span class="mw-headline" id="Factors_that_influence_the_consumer_decision_process">Factors that influence the consumer decision process</span><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&veaction=edit&section=2" title="Edit section: Factors that influence the consumer decision process" class="mw-editsection-visualeditor"><span>edit</span></a><span class="mw-editsection-divider"> | </span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&action=edit&section=2" title="Edit section's source code: Factors that influence the consumer decision process"><span>edit source</span></a><span class="mw-editsection-bracket">]</span></span></h3>
<p>Consumers continually face multiple decisions with regard to product choice due to many competing products. Aspects such as a product's attributes have been shown to be involved in the consumer decision process.<sup id="cite_ref-Catalin_&_Andreea,_2014_7-2" class="reference"><a href="#cite_note-Catalin_&_Andreea,_2014-7">[7]</a></sup> A number of factors affect a consumer's choice of product brand, which influences their lifestyle. Consumers choose a brand that is acceptable to their self-image that they are trying to portray. Companies have to re-establish and reposition their products to ensure they meet the lifestyle a consumer is trying to obtain. They have an opportunity to refine their target market which would limit competition due to a reduced number in consumers who would be attracted to their specific brand because of the way they might perceive their lifestyle.<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/https/en.wikipedia.org/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="confusing run-on sentence (March 2022)">clarification needed</span></a></i>]</sup>
</p><p>Consumers evaluate product attributes as opposed to a case by case assessment.<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/https/en.wikipedia.org/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="it's unclear how these things are distinct (March 2022)">clarification needed</span></a></i>]</sup><sup id="cite_ref-9" class="reference"><a href="#cite_note-9">[9]</a></sup> There is the need for brands to be understood and how they can be influential with regard to consumer's decision making considerations.<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/https/en.wikipedia.org/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="this sentence doesn't parse (March 2022)">clarification needed</span></a></i>]</sup> Three processes are intertwined in choice behaviour: psychological, sociological, and economic processes.<sup id="cite_ref-:0_10-0" class="reference"><a href="#cite_note-:0-10">[10]</a></sup> Within these three processes lifestyle of the consumer also becomes intertwined with consumers tending to choose a brand they feel is congruent with their self-image, their identity – who they feel they are and what they connect with the most.<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/https/en.wikipedia.org/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="another confusing run-on sentence (March 2022)">clarification needed</span></a></i>]</sup> P Vyncke suggests that a consumer's values, goals, and vision for their life, along with aesthetic style all reflect individual lifestyle.<sup id="cite_ref-11" class="reference"><a href="#cite_note-11">[11]</a></sup>
</p>
<h3><span class="mw-headline" id="Consumer_self-expression">Consumer self-expression</span><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&veaction=edit&section=3" title="Edit section: Consumer self-expression" class="mw-editsection-visualeditor"><span>edit</span></a><span class="mw-editsection-divider"> | </span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&action=edit&section=3" title="Edit section's source code: Consumer self-expression"><span>edit source</span></a><span class="mw-editsection-bracket">]</span></span></h3>
<p>Consumers use brands to express their identity.<sup id="cite_ref-12" class="reference"><a href="#cite_note-12">[12]</a></sup> The need for self-expression can be related to the need for acceptance within society and the societal view on brands<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/https/en.wikipedia.org/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="The text near this tag may need clarification or removal of jargon. (March 2022)">clarification needed</span></a></i>]</sup> and how different brands portray income or wealth. Lifestyle brands allow customers to express themselves and portray their identity and lifestyle.<sup id="cite_ref-:0_10-1" class="reference"><a href="#cite_note-:0-10">[10]</a></sup> Lifestyle brands in particular portray a type of meaning that allows a particular reference group to attach themselves based on their lifestyle, values or beliefs.<sup id="cite_ref-13" class="reference"><a href="#cite_note-13">[13]</a></sup>
</p>
<h3><span class="mw-headline" id="Perceived_brand_value">Perceived brand value</span><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&veaction=edit&section=4" title="Edit section: Perceived brand value" class="mw-editsection-visualeditor"><span>edit</span></a><span class="mw-editsection-divider"> | </span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&action=edit&section=4" title="Edit section's source code: Perceived brand value"><span>edit source</span></a><span class="mw-editsection-bracket">]</span></span></h3>
<p>If a consumer loves fashion this will have a positive effect on his/her willingness to pay for a luxury, top-end brand. In order for a lifestyle brand to be successful and dominate market share it needs to enhance customers experiences and provide more than just a product. Consumers are more willing and likely to purchase a brand that establishes itself as to value and satisfaction. Brand value is defined as comparing focal brands with unbranded products that have had the same level or same ways of marketing to consumers, as well as adopting the same product attributes.<sup id="cite_ref-14" class="reference"><a href="#cite_note-14">[14]</a></sup>
</p><p>Luxury brands target those that have an extreme lifestyle. Price is never a factor. Three categories are identified as measuring brand value: brand loyalty, perceived value and brand awareness/association. Consumers associate themselves with luxury fashion brands to portray their lifestyle and separate them from the rest.<sup id="cite_ref-:1_15-0" class="reference"><a href="#cite_note-:1-15">[15]</a></sup> Social value is an aspect that relates to consumers' desire to obtain luxury brands that they hope will offer them a symbolic part of a group or culture. There are emotional factors that are connected to the consumption of a luxury brand: for example those that bring pleasure or excitement.<sup id="cite_ref-16" class="reference"><a href="#cite_note-16">[16]</a></sup><sup id="cite_ref-17" class="reference"><a href="#cite_note-17">[17]</a></sup><sup id="cite_ref-:1_15-1" class="reference"><a href="#cite_note-:1-15">[15]</a></sup> Consumers who purchase luxury brands tend to have a strong social function within their social class.
</p>
<h3><span class="mw-headline" id="Retail_brands">Retail brands</span><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&veaction=edit&section=5" title="Edit section: Retail brands" class="mw-editsection-visualeditor"><span>edit</span></a><span class="mw-editsection-divider"> | </span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&action=edit&section=5" title="Edit section's source code: Retail brands"><span>edit source</span></a><span class="mw-editsection-bracket">]</span></span></h3>
<p>Lifestyle retail branding is the way in which retailers refine their products or services to interest lifestyles in specific market segments (Helman & Chernatony, 1999). Examples of lifestyle retail brands include the now defunct <a href="/https/en.wikipedia.org/wiki/Laura_Ashley_plc" class="mw-redirect" title="Laura Ashley plc">Laura Ashley</a>, <a href="/https/en.wikipedia.org/wiki/Gap_Inc." title="Gap Inc.">GAP</a> and <a href="/https/en.wikipedia.org/wiki/Benetton_Group" title="Benetton Group">Benetton</a>. These retailers offer a distinct and recognised set of values to consumers. Over time, a number of retailers have come up with their own brand strategies and are now seen as lifestyle retail brands because they are targeting consumers who adopt their brand to align themselves with a lifestyle they want to obtain (Helman & Chernatony, 1999).
</p>
<h2><span class="mw-headline" id="Psychology">Psychology</span><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&veaction=edit&section=6" title="Edit section: Psychology" class="mw-editsection-visualeditor"><span>edit</span></a><span class="mw-editsection-divider"> | </span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&action=edit&section=6" title="Edit section's source code: Psychology"><span>edit source</span></a><span class="mw-editsection-bracket">]</span></span></h2>
<p>It is important for an organisation to understand its brand's role amongst consumers. To achieve this, an organisation must use the following aspects of the lifestyle brand model (Schmitt, 2012).
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<h3><span class="mw-headline" id="Brand_categorisation">Brand categorisation</span><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&veaction=edit&section=7" title="Edit section: Brand categorisation" class="mw-editsection-visualeditor"><span>edit</span></a><span class="mw-editsection-divider"> | </span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&action=edit&section=7" title="Edit section's source code: Brand categorisation"><span>edit source</span></a><span class="mw-editsection-bracket">]</span></span></h3>
<p>This is defined as a consumer sorting products or brands into categories, based on their past experiences with that brand (Schmitt, 2012). It is used to avoid confusion, as consumers may be overwhelmed when comparing one product with an extensive range of other brands of the same product (Nenycz-Thiel & Romaniuk, 2016). Categorisation helps consumers evaluate the quality of the product (Catalin & Andreea, 2014). For example, a consumer may choose to purchase an <a href="/https/en.wikipedia.org/wiki/Apple_Inc." title="Apple Inc.">Apple</a> <a href="/https/en.wikipedia.org/wiki/IPhone" title="IPhone">iPhone</a> over a <a href="/https/en.wikipedia.org/wiki/Huawei" title="Huawei">Huawei</a> mobile phone, as they may believe that the iPhone has a better camera quality (Nenycz-Thiel & Romaniuk, 2016).
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<h3><span class="mw-headline" id="Brand_affect">Brand affect</span><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&veaction=edit&section=8" title="Edit section: Brand affect" class="mw-editsection-visualeditor"><span>edit</span></a><span class="mw-editsection-divider"> | </span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&action=edit&section=8" title="Edit section's source code: Brand affect"><span>edit source</span></a><span class="mw-editsection-bracket">]</span></span></h3>
<p>This aspect is defined as the effect or influence a brand may have upon an organisation and its consumers (Orzan, Platton, Stefanescu & Orzan, 2016). For example, <a href="/https/en.wikipedia.org/wiki/Whole_Foods_Market" title="Whole Foods Market">Whole Foods</a> can affect a consumer by going the extra mile to offer organic foods products that suit that particular consumer's needs (Yi, Batra & Siqing, 2015).
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<h3><span class="mw-headline" id="Brand_personality">Brand personality</span><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&veaction=edit&section=9" title="Edit section: Brand personality" class="mw-editsection-visualeditor"><span>edit</span></a><span class="mw-editsection-divider"> | </span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&action=edit&section=9" title="Edit section's source code: Brand personality"><span>edit source</span></a><span class="mw-editsection-bracket">]</span></span></h3>
<p>This is when a brand encompasses a consistent set of traits in which the consumer can relate (Cohen, 2014). For example, <a href="/https/en.wikipedia.org/wiki/CrossFit" title="CrossFit">Crossfit</a> is a lifestyle brand which encompasses the idea of pushing yourself for your fitness. This idea is consistent on a global level. Through this lifestyle, consumers or participants have the opportunity to feel a part of a group of healthy, motivated fitness fanatics (Qing, Rong & Xiaobing, 2015).
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<h3><span class="mw-headline" id="Brand_symbolism">Brand symbolism</span><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&veaction=edit&section=10" title="Edit section: Brand symbolism" class="mw-editsection-visualeditor"><span>edit</span></a><span class="mw-editsection-divider"> | </span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&action=edit&section=10" title="Edit section's source code: Brand symbolism"><span>edit source</span></a><span class="mw-editsection-bracket">]</span></span></h3>
<p>This is defined as the strong symbolism that a brand transmits to its consumers, which is adopted for its social benefits (Kubat & Swaminathan, 2015). It allows consumers to feel as though they can express themselves through a form of identity, whilst being provided with a sense of belonging to a group (Wu, Klink & Guo, 2013). For example, <a href="/https/en.wikipedia.org/wiki/Tiffany_%26_Co." title="Tiffany & Co.">Tiffany & Co</a>. are a jewellery brand which offer affordable and expensive, high-quality jewellery products. When a person sees a consumer wearing its product in public, that person may aim to own a piece of Tiffany & Co. jewellery themselves, with the aim to seek social benefits or fit into a particular group (Athaide & Klink, 2012).
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<h3><span class="mw-headline" id="Brand_attachment">Brand attachment</span><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&veaction=edit&section=11" title="Edit section: Brand attachment" class="mw-editsection-visualeditor"><span>edit</span></a><span class="mw-editsection-divider"> | </span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&action=edit&section=11" title="Edit section's source code: Brand attachment"><span>edit source</span></a><span class="mw-editsection-bracket">]</span></span></h3>
<p>Attachment is brought about when people form an emotional connection between themselves and a brand (Malar, Krohmer, Hoyer & Nyffenegger, 2011). For example, <a href="/https/en.wikipedia.org/wiki/Coca-Cola" title="Coca-Cola">Coca-Cola</a> uses advertisements to portray its happy lifestyle to consumers. These advertisements are used to form an emotional connection with the audience. Through the use of the "Open happiness" slogan, consumers may believe that by purchasing and consuming a Coca-Cola drink, they will feel like they are happy and having fun (Malar, Krohmer, Hoyer & Nyffenegger, 2011).
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<h2><span class="mw-headline" id="Examples">Examples</span><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&veaction=edit&section=12" title="Edit section: Examples" class="mw-editsection-visualeditor"><span>edit</span></a><span class="mw-editsection-divider"> | </span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&action=edit&section=12" title="Edit section's source code: Examples"><span>edit source</span></a><span class="mw-editsection-bracket">]</span></span></h2>
<p>While some lifestyle brands purposely reference existing groups or cultures, others create a disruption within the status quo and propose an innovative viewpoint on the world. The driving force may be the product, the shopping experience, the service, the communication or a combination of these elements. These are often result from visionary goals of the CEO or founder. Early on, <a href="/https/en.wikipedia.org/wiki/Apple_Inc." title="Apple Inc.">Apple's</a> founder <a href="/https/en.wikipedia.org/wiki/Steve_Jobs" title="Steve Jobs">Steve Jobs</a> sought to integrate the company's innovations into the industries of music, entertainment, and telecommunications.<sup id="cite_ref-cuneo_18-0" class="reference"><a href="#cite_note-cuneo-18">[18]</a></sup> In 2002, he gifted each 7th- and 8th-grader in the state of Maine with a laptop, in an effort to show that it wasn't "about the technology, it's about what people can do with it."<sup id="cite_ref-cuneo_18-1" class="reference"><a href="#cite_note-cuneo-18">[18]</a></sup> Lee Clow—the chairman of Omnicom Group's TBWA Worldwide and Apple marketing partner—said that Jobs had "a very rigorous view of Apple's tone of voice and the way it talks with people," calling it "very human, very accessible."<sup id="cite_ref-cuneo_18-2" class="reference"><a href="#cite_note-cuneo-18">[18]</a></sup> <a href="/https/en.wikipedia.org/wiki/Burton_Snowboards" title="Burton Snowboards">Burton</a> has built its lifestyle brand by drawing on the snowboarding <a href="/https/en.wikipedia.org/wiki/Subculture" title="Subculture">subculture</a> and <a href="/https/en.wikipedia.org/wiki/Quiksilver" title="Quiksilver">Quiksilver</a> has done the same with the <a href="/https/en.wikipedia.org/wiki/Surfing" title="Surfing">surfing</a> community.
</p><p>Some lifestyle brands align themselves with an ideology. <a href="/https/en.wikipedia.org/wiki/Patagonia_(clothing)" class="mw-redirect" title="Patagonia (clothing)">Patagonia</a> proposes an environmentally friendly way of life. <a href="/https/en.wikipedia.org/wiki/Volcom" title="Volcom">Volcom</a>, with the promise "Youth Against Establishment", gives a label and a sense of belonging to those who are "against" the world of adults.
</p><p>One popular source for lifestyle brands is also <a href="/https/en.wikipedia.org/wiki/National_identity" title="National identity">national identity</a>. <a href="/https/en.wikipedia.org/wiki/Victoria%27s_Secret" title="Victoria's Secret">Victoria's Secret</a> purposely evoked the English upper class in its initial branding efforts, while <a href="/https/en.wikipedia.org/wiki/Burberry" title="Burberry">Burberry</a> is recalling the hip London culture<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/https/en.wikipedia.org/wiki/Wikipedia:Avoid_weasel_words" class="mw-redirect" title="Wikipedia:Avoid weasel words"><span title="The material near this tag possibly uses too vague attribution or weasel words. (February 2019)">which?</span></a></i>]</sup>.
</p><p>Social or personal image is also a reference point for some lifestyle brands. In the 1990s, <a href="/https/en.wikipedia.org/wiki/Abercrombie_%26_Fitch" title="Abercrombie & Fitch">Abercrombie & Fitch</a> successfully resuscitated a 1950s ideal —the white, masculine "beefcake"— during a time of political correctness and rejection of 1950s orthodoxy, creating a lifestyle brand based on a preppy, young, Ivy-League lifestyle. Their retail outlets reflect this lifestyle through their luxurious store environment, attractive store associates (models), and their black and white photographs featuring young people "living the Abercrombie & Fitch lifestyle". In doing so, Abercrombie & Fitch has created an outlet for those who lead, or wish to lead or wish to dream about leading this lifestyle.<sup id="cite_ref-19" class="reference"><a href="#cite_note-19">[19]</a></sup>
</p><p>Companies like home furnishing associate themselves with the term "lifestyle branding" when they are developing their brand portfolio ("Lexington Offering," 2009). A furniture company is likely to align new product lines with lifestyle collections that are associated with fashion icons, celebrities and well-known interior designers. For consumers this is reassuring and entices them to purchase home furnishings to be like these iconic influencers. Furniture companies have said that it helps them connect with those consumers who associate other categories with these celebrities. It is their way of tapping into new markets that have not yet been reached (Combs, 2010). Companies that have celebrity names associated with them provides a certain degree of guarantee to the brand (Clow et al., 2011).
</p><p>A company called Doman Home Furnishings launched a campaign about food and kitchen products to enhance its brand as a lifestyle choice ("Domain Home," 2004). The campaign used models which had a caption along the lines of 'a slice of life'. This allowed consumers to gain a good understanding of the brand and the lifestyle that it could offer. Home furnishing companies use lifestyle merchandising to promote brand extension. Furthermore, the brand is communicated to consumers through using a designer who is associated with also creating fashion-apparel products. Therefore, this creates a connection between the fashion and homeware brands for these consumers are already associating with or are familiar with the fashion-apparel products.
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<h2><span class="mw-headline" id="Expansion">Expansion</span><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&veaction=edit&section=13" title="Edit section: Expansion" class="mw-editsection-visualeditor"><span>edit</span></a><span class="mw-editsection-divider"> | </span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&action=edit&section=13" title="Edit section's source code: Expansion"><span>edit source</span></a><span class="mw-editsection-bracket">]</span></span></h2>
<p>One key indication that a brand has become a lifestyle is when it successfully expands beyond its original product. For example, <a href="/https/en.wikipedia.org/wiki/Nike,_Inc." title="Nike, Inc.">Nike</a> used to be a product-based company, focusing on making running shoes. But over time, the company and its <a href="/https/en.wikipedia.org/wiki/Logo" title="Logo">logo</a> has become associated with the athletic subculture. That has allowed Nike to expand into related athletic categories, such as sports equipment and apparel.
</p><p><a href="/https/en.wikipedia.org/wiki/Gaiam" class="mw-redirect" title="Gaiam">Gaiam</a> started out as a <a href="/https/en.wikipedia.org/wiki/Yoga" title="Yoga">yoga</a> company but has had great success in developing a lifestyle brand, which has allowed it to move into other markets as varied as <a href="/https/en.wikipedia.org/wiki/Solar_power" title="Solar power">solar power</a> and <a href="/https/en.wikipedia.org/wiki/Green_building" title="Green building">green building</a> supplies. <a href="/https/en.wikipedia.org/wiki/Nautica_(clothing_company)" class="mw-redirect" title="Nautica (clothing company)">Nautica</a> started out as a collection of 6 outerwear pieces but built itself into a global lifestyle brand by having collections for men, women, kids, home and accessories.
</p><p>A company's status as a lifestyle brand isn't achieved by providing a wide range of products but by the benefit and symbolic value that the customer associates with the brand.<sup id="cite_ref-Saviolo_2012_3-1" class="reference"><a href="#cite_note-Saviolo_2012-3">[3]</a></sup>
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<h2><span class="mw-headline" id="See_also">See also</span><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&veaction=edit&section=14" title="Edit section: See also" class="mw-editsection-visualeditor"><span>edit</span></a><span class="mw-editsection-divider"> | </span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&action=edit&section=14" title="Edit section's source code: See also"><span>edit source</span></a><span class="mw-editsection-bracket">]</span></span></h2>
<ul><li><a href="/https/en.wikipedia.org/wiki/Symbol-intensive_brand" title="Symbol-intensive brand">Symbol-intensive brand</a></li>
<li><a href="/https/en.wikipedia.org/wiki/Status_symbol" title="Status symbol">Status symbol</a></li>
<li><a href="/https/en.wikipedia.org/wiki/Coolhunting" title="Coolhunting">Coolhunting</a></li></ul>
<h2><span class="mw-headline" id="References">References</span><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&veaction=edit&section=15" title="Edit section: References" class="mw-editsection-visualeditor"><span>edit</span></a><span class="mw-editsection-divider"> | </span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&action=edit&section=15" title="Edit section's source code: References"><span>edit source</span></a><span class="mw-editsection-bracket">]</span></span></h2>
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<h3><span class="mw-headline" id="Notes">Notes</span><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&veaction=edit&section=16" title="Edit section: Notes" class="mw-editsection-visualeditor"><span>edit</span></a><span class="mw-editsection-divider"> | </span><a href="/https/en.wikipedia.org/w/index.php?title=Lifestyle_brand&action=edit&section=16" title="Edit section's source code: Notes"><span>edit source</span></a><span class="mw-editsection-bracket">]</span></span></h3>
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</li>
<li id="cite_note-2"><span class="mw-cite-backlink"><b><a href="#cite_ref-2">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1133582631"><cite id="CITEREFHancock2016" class="citation book cs1">Hancock, Joseph (2016). <i>Brand/Story: Cases and Explorations in Fashion Branding</i>. Fairchild Books, Bloomsbury Publishing, Inc.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Brand%2FStory%3A+Cases+and+Explorations+in+Fashion+Branding&rft.pub=Fairchild+Books%2C+Bloomsbury+Publishing%2C+Inc.&rft.date=2016&rft.aulast=Hancock&rft.aufirst=Joseph&rfr_id=info%3Asid%2Fen.wikipedia.org%3ALifestyle+brand" class="Z3988"></span></span>
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<li id="cite_note-Saviolo_2012-3"><span class="mw-cite-backlink">^ <a href="#cite_ref-Saviolo_2012_3-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-Saviolo_2012_3-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1133582631"><cite id="CITEREFSavioloMarazza2012" class="citation book cs1">Saviolo, Stefania; Marazza, Antonio (2012). <i>Lifestyle Brands - A Guide to Aspirational Marketing</i>. <a href="/https/en.wikipedia.org/wiki/Palgrave_Macmillan" title="Palgrave Macmillan">Palgrave Macmillan</a>. <a href="/https/en.wikipedia.org/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/https/en.wikipedia.org/wiki/Special:BookSources/978-1137285928" title="Special:BookSources/978-1137285928"><bdi>978-1137285928</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Lifestyle+Brands+-+A+Guide+to+Aspirational+Marketing&rft.pub=Palgrave+Macmillan&rft.date=2012&rft.isbn=978-1137285928&rft.aulast=Saviolo&rft.aufirst=Stefania&rft.au=Marazza%2C+Antonio&rfr_id=info%3Asid%2Fen.wikipedia.org%3ALifestyle+brand" class="Z3988"></span></span>
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<li id="cite_note-4"><span class="mw-cite-backlink"><b><a href="#cite_ref-4">^</a></b></span> <span class="reference-text"><a href="#CITEREFSchmitt2012">Schmitt (2012)</a></span>
</li>
<li id="cite_note-Kim_&_Brandon,_2010-5"><span class="mw-cite-backlink">^ <a href="#cite_ref-Kim_&_Brandon,_2010_5-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-Kim_&_Brandon,_2010_5-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text"><a href="#CITEREFKimBrandon2010">Kim & Brandon (2010)</a></span>
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<li id="cite_note-Austin_&_Matos,_2013-6"><span class="mw-cite-backlink">^ <a href="#cite_ref-Austin_&_Matos,_2013_6-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-Austin_&_Matos,_2013_6-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text"><a href="#CITEREFAustinMatos2013">Austin & Matos (2013)</a></span>
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<li id="cite_note-Catalin_&_Andreea,_2014-7"><span class="mw-cite-backlink">^ <a href="#cite_ref-Catalin_&_Andreea,_2014_7-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-Catalin_&_Andreea,_2014_7-1"><sup><i><b>b</b></i></sup></a> <a href="#cite_ref-Catalin_&_Andreea,_2014_7-2"><sup><i><b>c</b></i></sup></a></span> <span class="reference-text"><a href="#CITEREFCatalinAndreea2014">Catalin & Andreea (2014)</a></span>
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<li id="cite_note-8"><span class="mw-cite-backlink"><b><a href="#cite_ref-8">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1133582631"><cite id="CITEREFChernevHamilton,_R.Gal_D.2011" class="citation journal cs1">Chernev, A.; Hamilton, R.; Gal D. (2011). "Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding". <i>Journal of Marketing</i>. <b>75</b> (3): 66–82. <a href="/https/en.wikipedia.org/wiki/Doi_(identifier)" class="mw-redirect" title="Doi (identifier)">doi</a>:<a rel="nofollow" class="external text" href="https://doi.org/10.1509%2Fjmkg.75.3.66">10.1509/jmkg.75.3.66</a>. <a href="/https/en.wikipedia.org/wiki/S2CID_(identifier)" class="mw-redirect" title="S2CID (identifier)">S2CID</a> <a rel="nofollow" class="external text" href="https://api.semanticscholar.org/CorpusID:14179708">14179708</a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Journal+of+Marketing&rft.atitle=Competing+for+Consumer+Identity%3A+Limits+to+Self-Expression+and+the+Perils+of+Lifestyle+Branding&rft.volume=75&rft.issue=3&rft.pages=66-82&rft.date=2011&rft_id=info%3Adoi%2F10.1509%2Fjmkg.75.3.66&rft_id=https%3A%2F%2Frp.liu233w.com%3A443%2Fhttps%2Fapi.semanticscholar.org%2FCorpusID%3A14179708%23id-name%3DS2CID&rft.aulast=Chernev&rft.aufirst=A.&rft.au=Hamilton%2C+R.&rft.au=Gal+D.&rfr_id=info%3Asid%2Fen.wikipedia.org%3ALifestyle+brand" class="Z3988"></span></span>
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<li id="cite_note-9"><span class="mw-cite-backlink"><b><a href="#cite_ref-9">^</a></b></span> <span class="reference-text"><a href="#CITEREFAinslieRosii2005">Ainslie & Rosii (2005)</a><span class="error harv-error" style="display: none; font-size:100%"> harvp error: no target: CITEREFAinslieRosii2005 (<a href="/https/en.wikipedia.org/wiki/Category:Harv_and_Sfn_template_errors" title="Category:Harv and Sfn template errors">help</a>)</span></span>
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<li id="cite_note-:0-10"><span class="mw-cite-backlink">^ <a href="#cite_ref-:0_10-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-:0_10-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text"><a href="#CITEREFKeller2008">Keller (2008)</a><span class="error harv-error" style="display: none; font-size:100%"> harvp error: no target: CITEREFKeller2008 (<a href="/https/en.wikipedia.org/wiki/Category:Harv_and_Sfn_template_errors" title="Category:Harv and Sfn template errors">help</a>)</span></span>
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<li id="cite_note-11"><span class="mw-cite-backlink"><b><a href="#cite_ref-11">^</a></b></span> <span class="reference-text"><a href="#CITEREFVyncke2002">Vyncke (2002)</a></span>
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<li id="cite_note-12"><span class="mw-cite-backlink"><b><a href="#cite_ref-12">^</a></b></span> <span class="reference-text"><a href="#CITEREFChernevHamiltonGal2011">Chernev, Hamilton & Gal (2011)</a></span>
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<li id="cite_note-13"><span class="mw-cite-backlink"><b><a href="#cite_ref-13">^</a></b></span> <span class="reference-text"><a href="#CITEREFEscalasBettman2005">Escalas & Bettman (2005)</a></span>
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<li id="cite_note-14"><span class="mw-cite-backlink"><b><a href="#cite_ref-14">^</a></b></span> <span class="reference-text"><a href="#CITEREFYooDonthu2001">Yoo & Donthu (2001)</a></span>
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<li id="cite_note-:1-15"><span class="mw-cite-backlink">^ <a href="#cite_ref-:1_15-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-:1_15-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text"><a href="#CITEREFVigneronJohnson2004">Vigneron & Johnson (2004)</a></span>
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<li id="cite_note-16"><span class="mw-cite-backlink"><b><a href="#cite_ref-16">^</a></b></span> <span class="reference-text"><a href="#CITEREFChoiKim2003">Choi & Kim (2003)</a></span>
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<li id="cite_note-17"><span class="mw-cite-backlink"><b><a href="#cite_ref-17">^</a></b></span> <span class="reference-text"><a href="#CITEREFKimKimLee2010">Kim, Kim & Lee (2010)</a></span>
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<li id="cite_note-cuneo-18"><span class="mw-cite-backlink">^ <a href="#cite_ref-cuneo_18-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-cuneo_18-1"><sup><i><b>b</b></i></sup></a> <a href="#cite_ref-cuneo_18-2"><sup><i><b>c</b></i></sup></a></span> <span class="reference-text">Cuneo, Alice Z.; Elkin, Tobi; Kim, Hank; Stanley, T.L. (December 15, 2003), "Apple transcends as lifestyle brand." <i>Advertising Age</i>. <b>74</b>(50):S-2-S-6</span>
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<li id="cite_note-19"><span class="mw-cite-backlink"><b><a href="#cite_ref-19">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1133582631"><cite id="CITEREFDenizet-Lewis2006" class="citation web cs1">Denizet-Lewis, Benoit (2006-01-24). <a rel="nofollow" class="external text" href="http://www.salon.com/2006/01/24/jeffries/">"The man behind Abercrombie & Fitch"</a>. <i>Salon.com</i><span class="reference-accessdate">. Retrieved <span class="nowrap">Jan 24,</span> 2006</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=Salon.com&rft.atitle=The+man+behind+Abercrombie+%26+Fitch&rft.date=2006-01-24&rft.aulast=Denizet-Lewis&rft.aufirst=Benoit&rft_id=https%3A%2F%2Frp.liu233w.com%3A443%2Fhttp%2Fwww.salon.com%2F2006%2F01%2F24%2Fjeffries%2F&rfr_id=info%3Asid%2Fen.wikipedia.org%3ALifestyle+brand" class="Z3988"></span></span>
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</ol></div></div></div>' |
Whether or not the change was made through a Tor exit node (tor_exit_node) | false |
Unix timestamp of change (timestamp) | '1706542566' |