Attract cash by being cool : Exploring the impact of brand coolness on customers willingness-to-pay
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. Cool brands can be recognized by the attributes extraordinary, aesthetically appealing, energetic...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
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Linnéuniversitetet, Institutionen för marknadsföring (MF)
2021
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-107079 |