02421nam a22003377a 4500 OSt 20260515123310.0 250910b |||||||| |||| 00| 0 eng d 1547-7185 0022-2429 English tbs English Warren, Caleb 26424 author Brand coolness / Caleb Warren, Rajeev Batra, Sandra Maria Correia Loureiro, and Richard P. Bagozzi. Journal of Marketing, 2019 36-56 pages. Journal of marketing, 2019-09, Vol.83 (5), p.36-56 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. In nine quantitative studies (surveys and experiments), the authors develop scale items to reliably measure the component characteristics of brand coolness; show that brand coolness influences important outcome variables, including consumers' attitudes toward, 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. MSc Brand Management & Creativity 26051 Branding (Marketing) 6284 Motivation research (Marketing) 7225 Consumer behavior 997 Consumers' preferences 23349 Brand name products 2371 Authenticity (Philosophy) 27111 Batra, Rajeev 8161 author Bagozzi, Richard P. 26426 author Loureiro, Sandra Maria Correia 26425 author https://research-ebsco-com.hub.tbs-education.fr/linkprocessor/plink?id=f4e8e586-0dd7-3094-a466-58815210d634 lcc ARTICLE 0 0 lcc 0 0 CT TBS TBS 2025-11-04 0 5144 2025-11-04 https://research-ebsco-com.hub.tbs-education.fr/linkprocessor/plink?id=f4e8e586-0dd7-3094-a466-58815210d634 2025-11-04 ARTICLE 5144 5144