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Marketers strive sầu lớn create cool brands, but the literature does not offer a blueprint for what “br& coolness” means or what features characterize cool brands. This research uses a mixed-methods approach to conceptualize br& coolness & identify a phối of characteristics typically associated with cool brands. Focus groups, depth interviews, and an essay study indicate that cool brands are perceived khổng lồ 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 lớn reliably measure the component characteristics of brand coolness; show that brand coolness influences important outcome variables, including consumers’ attitudes toward, satisfaction with, intentions lớn talk about, và willingness to pay for the brand; and demonstrate how cool brands change over time. At first, most brands become cool khổng lồ a small nibịt, at which point they are perceived khổng lồ be more subcultural, rebellious, authentic, and original. Over time, some cool brands become adopted by the masses, at which point they are perceived khổng lồ be more popular & iconic.


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