Evaluating lifestyle branding as a long-term brand strategy: effects on perceived value attributions

The paper discusses lifestyle branding vis-à-vis product branding considering the underlying psychological structure beneath the two positioning strategies. The findings suggest that lifestyle positioning hinders development of cognitively accessible reasons to buy undermining the perceived value of the product. While lifestyle branding remains appealing as brand strategy, this paper investigates some critical aspects related to it, disclosing possible caveats related to the tactical implementation which managers may find useful to consider.