Brand Coolness

Detalhes bibliográficos
Autor(a) principal: Warren, C.
Data de Publicação: 2019
Outros Autores: Batra, R., Loureiro, S. M. C., Bagozzi, R. P.
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/21000
Resumo: 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.
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spelling Brand CoolnessAttitudesAuthenticityBrandsCoolnessNicheScale developmentStructural equation modelingMarketers 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.American Marketing Association2020-12-17T22:48:38Z2019-01-01T00:00:00Z20192020-12-17T22:47:21Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/21000eng0022-242910.1177/0022242919857698Warren, C.Batra, R.Loureiro, S. M. C.Bagozzi, R. P.info: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:RCAAP2023-11-09T17:59:48Zoai:repositorio.iscte-iul.pt:10071/21000Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:31:29.541087Repositório 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 Brand Coolness
title Brand Coolness
spellingShingle Brand Coolness
Warren, C.
Attitudes
Authenticity
Brands
Coolness
Niche
Scale development
Structural equation modeling
title_short Brand Coolness
title_full Brand Coolness
title_fullStr Brand Coolness
title_full_unstemmed Brand Coolness
title_sort Brand Coolness
author Warren, C.
author_facet Warren, C.
Batra, R.
Loureiro, S. M. C.
Bagozzi, R. P.
author_role author
author2 Batra, R.
Loureiro, S. M. C.
Bagozzi, R. P.
author2_role author
author
author
dc.contributor.author.fl_str_mv Warren, C.
Batra, R.
Loureiro, S. M. C.
Bagozzi, R. P.
dc.subject.por.fl_str_mv Attitudes
Authenticity
Brands
Coolness
Niche
Scale development
Structural equation modeling
topic Attitudes
Authenticity
Brands
Coolness
Niche
Scale development
Structural equation modeling
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 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.
publishDate 2019
dc.date.none.fl_str_mv 2019-01-01T00:00:00Z
2019
2020-12-17T22:48:38Z
2020-12-17T22:47:21Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
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status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/21000
url http://hdl.handle.net/10071/21000
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 0022-2429
10.1177/0022242919857698
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
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dc.publisher.none.fl_str_mv American Marketing Association
publisher.none.fl_str_mv American Marketing Association
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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instacron_str RCAAP
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