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Journal of Marketing Communications Volume 30, 2024 - Issue 4
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Research articles

What if utilitarian products are regarded as high-status? The moderate role of iconic and popular as two dimensions of brand Coolness

Aihoor Aleema Business Research Unit (BRU-IUL), ISCTE-Instituto Universitário de Lisboa, Lisbon, PortugalORCID Iconhttps://orcid.org/0000-0002-3707-5511View further author information
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Sandra Maria Correia Loureiroa Business Research Unit (BRU-IUL), ISCTE-Instituto Universitário de Lisboa, Lisbon, PortugalCorrespondence[email protected]
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Bruno Schivinskib School of Media and Communication, RMIT University, Melbourne, AustraliaORCID Iconhttps://orcid.org/0000-0002-4095-1922View further author information
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Marta Aguiarc ISCTE-Instituto Universitário de Lisboa, Lisbon, PortugalView further author information
Pages 508-528 | Received 22 Mar 2022, Accepted 19 Nov 2022, Published online: 01 Dec 2022

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Read on this site (1)

Maria Petrescu, Sheen Kachen, Costinel Dobre, Anca Milovan-Ciuta & Mihai Orzan. Decoding the dual desire: Expressive and impressive motivations for neo-luxury wearables. Journal of Marketing Communications 0:0, pages 1-22.
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Articles from other publishers (3)

Sandra Maria Correia Loureiro, Aihoor Aleem & Mike Breazeale. (2024) Luxury fashion brand coolness: niche versus mass cool. Spanish Journal of Marketing - ESIC 28:2, pages 165-186.
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Mariana Berga Rodrigues, Sandra Maria Correia Loureiro & Maria Inês Relvas Romero. (2024) Luxury fashion games are so cool! Predicting awareness, perceived quality, and loyalty. Journal of Retailing and Consumer Services 77, pages 103668.
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Khai Trieu Tran, Anh Tran Tram Truong, Van-Anh T. Truong & Tuan Trong Luu. (2024) Leveraging brand coolness for building strong consumer-brand relationships: different implications for products and services. Journal of Product & Brand Management 33:2, pages 258-272.
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