Skip to Content Skip to Footer

JM Webinar: Brand Coolness

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 Marketinghttps://doi.org/10.1177%2F0022242919857698

Read the Scholarly Insight for this article here.

The owner of this website has made a commitment to accessibility and inclusion, please report any problems that you encounter using the contact form on this website. This site uses the WP ADA Compliance Check plugin to enhance accessibility.