Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/21000
Author(s): | Warren, C. Batra, R. Loureiro, S. M. C. Bagozzi, R. P. |
Date: | 2019 |
Title: | Brand Coolness |
Volume: | 83 |
Number: | 5 |
Pages: | 36 - 56 |
ISSN: | 0022-2429 |
DOI (Digital Object Identifier): | 10.1177/0022242919857698 |
Keywords: | Attitudes Authenticity Brands Coolness Niche Scale development Structural equation modeling |
Abstract: | Marketers strive to create cool brands, but the literature does not offer a blueprint for what brand coolness means or what features characterize cool brands. This research uses a mixed-methods approach to conceptualize brand coolness and identify a set of characteristics typically associated with cool brands. Focus groups, depth interviews, and an essay study indicate that cool brands are perceived to be extraordinary, aesthetically appealing, energetic, high status, rebellious, original, authentic, subcultural, iconic, and popular. Nine quantitative studies (surveys and experiments) develop scale items to reliably measure the component characteristics of brand coolness, show that brand coolness influences important outcome variables, including consumers’ attitudes towards, satisfaction with, intentions to talk about, and willingness-to-pay for the brand, and demonstrate how cool brands change over time. At first, most brands become cool to a small niche, at which point they are perceived to be more subcultural, rebellious, authentic, and original. Over time, some cool brands become adopted by the masses, at which point they are perceived to be more popular and iconic. |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica |
Files in This Item:
File | Description | Size | Format | |
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Brand Coolness final 5 2019-2-53.pdf | Versão Aceite | 823,79 kB | Adobe PDF | View/Open |
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