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


A1. Trusting and Acting on Chance Online

Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia

Read More


Round It Up: Preference Exists for Rounded Totals (PERT)

Varun Sharma, Bocconi University, Italy
aradhna krishna, University of Michigan, USA
Zachary Estes, Bocconi University, Italy

Read More


Brought To You Live”: On The Consumption Experience of Live Social Media Streams

Nofar Duani, New York University, USA
Alixandra Barasch, New York University, USA
Adrian Ward, University of Texas at Austin, USA

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.