Some brands are routinely described as ´cool´, others as ´uncool´, but it is unknown which factors contribute to impressions of the degree of ´coolness´.
The aim of this thesis should be to empirically identify the determinants, factorial structure, and consequences of ´brand coolness´ from a human trait perspective. The following paper should serve as a starting point:
http://psycnet.apa.org/doi/10.1027/1614-0001/a000088
Monday, July 2, 2012
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