Exportar Publicação

A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Warren, C., Batra, R., Loureiro, S. M. C. & Bagozzi, R. P. (2019). Brand Coolness. Journal of Marketing. 83 (5),  36-56
Exportar Referência (IEEE) 
C. Warren et al.,  "Brand Coolness", in Journal of Marketing, vol. 83, no. 5, pp.  36-56, 2019
Exportar BibTeX 
@article{warren2019_1732207893821,
	author = "Warren, C. and Batra, R. and Loureiro, S. M. C. and Bagozzi, R. P.",
	title = "Brand Coolness",
	journal = "Journal of Marketing",
	year = "2019",
	volume = "83",
	number = "5",
	doi = "10.1177/0022242919857698",
	pages = " 36-56",
	url = "https://journals.sagepub.com/doi/10.1177/0022242919857698"
}
Exportar RIS 
TY  - JOUR
TI  - Brand Coolness
T2  - Journal of Marketing
VL  - 83
IS  - 5
AU  - Warren, C.
AU  - Batra, R.
AU  - Loureiro, S. M. C.
AU  - Bagozzi, R. P.
PY  - 2019
SP  -  36-56
SN  - 0022-2429
DO  - 10.1177/0022242919857698
UR  - https://journals.sagepub.com/doi/10.1177/0022242919857698
AB  - 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.
ER  -