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

Share Proceeding

Featured papers

See More


The Effects of Breadth of Product Categories on Budgeting

An Tran, University of La Verne
John Lynch, University of Colorado, USA

Read More


R11. The Influence of Brand Rituals on Perceived Brand Authenticity

Lijing Zheng, University of Hong Kong
Echo Wen Wan, University of Hong Kong
Zhongqiang (Tak) Huang, University of Hong Kong

Read More


Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships

Edita Petrylaite, Northumbria University, UK
Darija Aleksic, University of Ljubljana

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.