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Journal of Marketing Theory and Practice Volume 31, 2023 - Issue 4
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Research Article

How and when brand coolness transforms product quality judgments into positive word of mouth and intentions to buy/use

Richard P. Bagozzia Ross School of Business, University of Michigan, Ann Arbor, Michigan, USACorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0002-8807-8210View further author information
ORCID Icon &
Mozhde Khoshnevisb Department of Business, Faculty of Management, University of Tehran, Tehran, IranView further author information
Pages 383-402 | Published online: 21 Jun 2022

Citations (7)

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Read on this site (1)

Gaëlle Pantin-Sohier, Romain Sohier, Alice Sohier, Julian Hofmann & Suzanne Billot. (2023) The impact of moderately incongruent rap music endorsers on luxury brand personality and brand coolness. Journal of Strategic Marketing 0:0, pages 1-17.
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Articles from other publishers (6)

Jialing Lin, Yubo Huang & Mengyao Li. (2023) Enhancing Green Purchase Intentions: The Effects of Product Transformation Salience and Consumer Traceability Knowledge. Sustainability 15:16, pages 12612.
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Fortune Edem Amenuvor, Frank Akasreku & Kobby A. Mensah. (2023) Examining the effect of brand coolness on communal brand connection and brand commitment: a mediation and moderation perspective. Marketing Intelligence & Planning.
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Sheng-Hshiung Tsaur, Hsiu-Yu Teng, Tien-Cheng Han & Jin-Hua Tu. (2023) Can perceived coolness enhance memorable customer experience? The role of customer engagement. International Journal of Contemporary Hospitality Management.
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Melanie Moore Koskie & William B. Locander. (2023) Cool brands and hot attachments: their effect on consumers’ willingness to pay more. European Journal of Marketing 57:4, pages 905-929.
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João Guerreiro, Sandra Maria Correia Loureiro, Jorge Nascimento & Miguel Duarte. (2023) How to earn a premium price: the effect of green marketing and brand coolness. Journal of Communication Management 27:1, pages 35-63.
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Maria Antonietta Raimondo, Ernesto Cardamone, Gaetano “Nino” Miceli & Richard P. Bagozzi. (2022) Consumers' identity signaling towards social groups: The effects of dissociative desire on brand prominence preferences. Psychology & Marketing 39:10, pages 1964-1978.
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