Essays about: "Brand coolness"

Found 2 essays containing the words Brand coolness.

1. 1. What makes a fashion apparel brand cool? : An exploratory study on Gen-Z men

   University essay from Jönköping University

   Author : Martin Rosén; [2022]
   Keywords : Brands; Coolness; Brand coolness; Gen-Z; Gen-Z men; Gen-Z consumption; Fashion consumption; Men and fashion; Fashion brands;

   Abstract : Introduction: Gen-Z are emerging as new consumers in the market, with more demands on brands than previous generations. Despite studies have showcased that brands can be perceived as cool by Gen-Z consumers, there is so far no research investigating what drives a brand to be perceived as cool by Gen-Z consumers. READ MORE

3. 2. Attract cash by being cool : Exploring the impact of brand coolness on customers willingness-to-pay

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Karl Jansson; Simon Johansson; [2021]
   Keywords : Brand coolness; Status; Self-brand connections; Brand attitudes; Brand love; Word-of-mouth; Willingness-to-pay;

   Abstract : Background: Brand coolness is a research area that has been established in prior research. Brand coolness has been defined as a subjective, dynamic, socially constructed, and positive trait brands have. READ MORE