Cool brands and hot attachments: their effect on consumers’ willingness to pay more
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DOI: 10.1108/ejm-02-2022-0086
Abstract: Purpose This paper aims to explore how motivations to stand out and fit in through consumption affect consumers’ perceptions of subcultural and popular brand coolness. Importantly, how do perceptions of brand coolness affect consumers’ formations… read more here.
Keywords: willingness pay; brand; coolness; brand coolness ... See more keywords