What Makes Brands Cool: an Exploration of Producer Perspectives

Cool is hard to define but widely pursued. Many have studied Cool but few have explored it from the producer’s perspective of what makes brands cool. This study involves in-depth interviews with marketing executives from the Street/Sportwear industry. Preliminary findings identify core elements of a Cool brand.


Geraldo Matos, Nikhilesh Dholakia, Hillary Leonard, and Delancy Bennett (2013) ,"What Makes Brands Cool: an Exploration of Producer Perspectives", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 338-338.


Geraldo Matos, University of Rhode Island
Nikhilesh Dholakia, University of Rhode Island
Hillary Leonard, University of Rhode Island
Delancy Bennett, University of Massachusetts, Amherst


E - European Advances in Consumer Research Volume 10 | 2013

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