Brand Coolness
Autor(a) principal: | |
---|---|
Data de Publicação: | 2019 |
Outros Autores: | , , |
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. |
id |
RCAP_baeb1d707b7d95c234c3372fc97c8708 |
---|---|
oai_identifier_str |
oai:repositorio.iscte-iul.pt:10071/21000 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
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 |
format |
article |
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 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
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) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799134876399566848 |