What if utilitarian products are regarded as high-status? The moderate role of iconic and popular as two dimensions of brand Coolness
Author:
Affiliation:
1. Business Research Unit (BRU-IUL), ISCTE-Instituto Universitário de Lisboa, Lisbon, Portugal
2. School of Media and Communication, RMIT University, Melbourne, Australia
3. ISCTE-Instituto Universitário de Lisboa, Lisbon, Portugal
Funder
The work was supported by the The authors acknowledges the financial support of FCT – Portuguese Foundation of Science and Technology– BRU-IUL /
Publisher
Informa UK Limited
Subject
Marketing,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/13527266.2022.2152077
Reference85 articles.
1. Pleasure principles: A review of research on hedonic consumption
2. Customer perceived value through quality augmented reality experiences in retail: The mediating effect of customer attitudes
3. A General Theory of Coolness
4. Possessions and the Extended Self
5. Consuming cool: Behind the unemotional mask
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