Brand Coolness

  • Caleb Warren (Creator)
  • Rajeev Batra (Creator)
  • Sandra Maria Correia Loureiro (Creator)
  • Richard P. Bagozzi (Creator)

Dataset

Description

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 s...
Date made available2019
Publisherfigshare

Access Dataset

  • Brand Coolness

    Warren, C., Batra, R., Loureiro, S. M. C. & Bagozzi, R. P., Sep 1 2019, In: Journal of marketing. 83, 5, p. 36-56 21 p.

    Research output: Contribution to journal › Article › peer-review

    Open Access
    220 Scopus citations

Cite this