Technology product coolness and its implication for brand love
Sign Up to like & getrecommendations! Published in 2021 at "Journal of Retailing and Consumer Services"
DOI: 10.1016/j.jretconser.2020.102258
Abstract: Abstract Increased similarity of features of technology products has led to a waning of unique differentiating factors. In an absence of any tangible unique selling proposition, coolness has emerged as one of the compelling differentiators.… read more here.
Keywords: technology product; brand love; technology; coolness ... See more keywords
Coolness as a trait and its relations to the Big Five, self-esteem, social desirability, and action orientation
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DOI: 10.1016/j.paid.2017.09.012
Abstract: Abstract As coolness is often associated with status elevation and socially desirable valuation, understanding what entails coolness may prove useful in a myriad of contexts. In this study, we tested the two-factor model of coolness… read more here.
Keywords: big five; action orientation; coolness; self esteem ... See more keywords
Cool brands and hot attachments: their effect on consumers’ willingness to pay more
Sign Up to like & getrecommendations! Published in 2023 at "European Journal of Marketing"
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