Development of a scale to measure cool brands
Autor(a) principal: | |
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Data de Publicação: | 2011 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10773/7926 |
Resumo: | The meaning of cool brands has attracted the attention of many marketing practitioners, but little attention has been given in academia. This study reports the development of a scale measuring characteristics of cool brands and the model is grounded in the accepted paradigm for scale development provided by Churchill (1979). Based on an exploratory qualitative and quantitative analysis (two national samples), a seven-dimension scale of a cool brand is identified: contemporary, singularity, remarkable experience, sub-group, social conscience, classic and preciousness. Construct, nomological and predictive validity is examined, and the relationship of the scale with important outcome variables assessed: brand credibility, consumer satisfaction, perceived quality, self-brand connection and communal-brand connection. The positive results demonstrate the validity and consistency of the scale as well as that most of the Cool Brand Characteristics dimensions were strongly associated with the outcome variables. This dissertation concludes with a brief discussion of the implications of the study for future research and marketing practicesl. |
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Development of a scale to measure cool brandsGestão de marketingMarcas comerciaisEstratégia empresarialThe meaning of cool brands has attracted the attention of many marketing practitioners, but little attention has been given in academia. This study reports the development of a scale measuring characteristics of cool brands and the model is grounded in the accepted paradigm for scale development provided by Churchill (1979). Based on an exploratory qualitative and quantitative analysis (two national samples), a seven-dimension scale of a cool brand is identified: contemporary, singularity, remarkable experience, sub-group, social conscience, classic and preciousness. Construct, nomological and predictive validity is examined, and the relationship of the scale with important outcome variables assessed: brand credibility, consumer satisfaction, perceived quality, self-brand connection and communal-brand connection. The positive results demonstrate the validity and consistency of the scale as well as that most of the Cool Brand Characteristics dimensions were strongly associated with the outcome variables. This dissertation concludes with a brief discussion of the implications of the study for future research and marketing practicesl.O significado de marcas cool tem atraído a atenção de muitos profissionais de marketing, mas não tem despertado muito interesse em contexto académico. Este estudo reporta o desenvolvimento de uma escala de medida de marcas cool e o modelo baseia-se no paradigma de desenvolvimento de escalas criado por Churchill (1979). Focando principalmente numa análise exploratória qualitativa e quantitativa (duas amostras nacionais), é identificada uma escala de marcas cool com sete dimensões: Contemporaneidade, singularidade, experiência marcante, subgrupo, consciência social, vintage e preciosidade. A validade do constructo, validade nomológica e preditiva é testada, e são examinadas as relações da escala com outras importantes variáveis: credibilidade da marca, qualidade percebida, satisfação do consumidor, self-brand connection e communal-brand connection. Estando a maioria das dimensões da marca cool fortemente associadas, conclui-se esta dissertação com uma breve discussão das implicações do estudo em pesquisas futuras e também implicações na gestão de marcas.Universidade de Aveiro2012-04-10T11:41:30Z2011-01-01T00:00:00Z2011info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10773/7926engLopes, Rui Alexandre Sousainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-02-22T11:13:40Zoai:ria.ua.pt:10773/7926Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T02:45:24.487557Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Development of a scale to measure cool brands |
title |
Development of a scale to measure cool brands |
spellingShingle |
Development of a scale to measure cool brands Lopes, Rui Alexandre Sousa Gestão de marketing Marcas comerciais Estratégia empresarial |
title_short |
Development of a scale to measure cool brands |
title_full |
Development of a scale to measure cool brands |
title_fullStr |
Development of a scale to measure cool brands |
title_full_unstemmed |
Development of a scale to measure cool brands |
title_sort |
Development of a scale to measure cool brands |
author |
Lopes, Rui Alexandre Sousa |
author_facet |
Lopes, Rui Alexandre Sousa |
author_role |
author |
dc.contributor.author.fl_str_mv |
Lopes, Rui Alexandre Sousa |
dc.subject.por.fl_str_mv |
Gestão de marketing Marcas comerciais Estratégia empresarial |
topic |
Gestão de marketing Marcas comerciais Estratégia empresarial |
description |
The meaning of cool brands has attracted the attention of many marketing practitioners, but little attention has been given in academia. This study reports the development of a scale measuring characteristics of cool brands and the model is grounded in the accepted paradigm for scale development provided by Churchill (1979). Based on an exploratory qualitative and quantitative analysis (two national samples), a seven-dimension scale of a cool brand is identified: contemporary, singularity, remarkable experience, sub-group, social conscience, classic and preciousness. Construct, nomological and predictive validity is examined, and the relationship of the scale with important outcome variables assessed: brand credibility, consumer satisfaction, perceived quality, self-brand connection and communal-brand connection. The positive results demonstrate the validity and consistency of the scale as well as that most of the Cool Brand Characteristics dimensions were strongly associated with the outcome variables. This dissertation concludes with a brief discussion of the implications of the study for future research and marketing practicesl. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011-01-01T00:00:00Z 2011 2012-04-10T11:41:30Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10773/7926 |
url |
http://hdl.handle.net/10773/7926 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade de Aveiro |
publisher.none.fl_str_mv |
Universidade de Aveiro |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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