Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/29763
Autoria: Aleem, A.
Loureiro, S. M. C.
Schivinski, B.
Aguiar, M.
Data: 2024
Título próprio: What if utilitarian products are regarded as high-status? The moderate role of iconic and popular as two dimensions of brand coolness
Título da revista: Journal of Marketing Communications
Volume: 30
Número: 4
Paginação: 508 - 528
Referência bibliográfica: Aleem, A., Loureiro, S. M. C., Schivinski, B., & Aguiar, M. (2024). What if utilitarian products are regarded as high-status? The moderate role of iconic and popular as two dimensions of brand coolness. Journal of Marketing Communications, 30(4), 508-528. https://doi.org/10.1080/13527266.2022.2152077
ISSN: 1352-7266
DOI (Digital Object Identifier): 10.1080/13527266.2022.2152077
Palavras-chave: Iconic
High-status
Popular
Brand coolness
Meme
Resumo: This study aims to explore the moderator role of popular and iconic coolness dimensions on the relationship between hedonic versus utilitarian beauty product brands and high-status perceptions, using internet memes as stimuli. An experimental study was conducted to analyse whether two dimensions of brand coolness (popular and iconic) moderate the relationship between type of internet meme (utilitarian versus hedonic) and high-status. After conducting a pre-test, two internet memes were created for each condition, utilitarian and hedonic. In total, 428 completely answers were collected from an online MTurk panel, and the hypotheses were tested using moderation analysis. The results indicate that (i) hedonic brands are perceived as being high-status in the presence of both moderators (iconic and popular); (ii) utilitarian brands can be associated with high-status perceptions, if moderated by the popular dimension. Findings demonstrate that the popularity of the brand plays an important role in consumers perceptions. This study contributes to the marketing literature by analysing the relationship between three core dimensions of brand coolness, namely, iconic, popular, and high-status, regarding brands associated with hedonics and utilitarian products.
Arbitragem científica: yes
Acesso: Acesso Aberto
Aparece nas coleções:BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica

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