Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding

@article{Chernev2011CompetingFC,
  title={Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding},
  author={Alexander Chernev and Ryan Hamilton and David Gal},
  journal={Journal of Marketing},
  year={2011},
  volume={75},
  pages={66 - 82}
}
The idea that consumers use brands to express their identities has led many companies to reposition their products from focusing on functional attributes to focusing on how they fit into a consumer's lifestyle. This repositioning is welcomed by managers who believe that by positioning their brands as means for self-expression, they are less likely to go head-to-head with their direct competitors. However, the authors argue that by doing so, these companies expose themselves to much broader… 

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