Why are some brands cool and how can they keep it? Off-White, Apple, Instagram, Beyoncé, and Jay-Z have thrived partly because consumers think they are cool. Pabst Blue Ribbon became a hipster icon only to lose its luster. This presentation offers insights on the key qualities of brand coolness and how it can be measured and managed by companies.
Full article in the Journal of Marketing: https://doi.org/10.1177%2F0022242919857698
Read the Scholarly Insight for this article here.