Work

Brand coolness: development and validation of a short scale

Year: 2025

Type: article

Source: Journal of Product & Brand Management

DOI: 10.1108/jpbm-05-2024-5146

Authors: Richard P. Bagozzi, Rajeev Batra

Institution: University of Michigan

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4408772358

FWCI: 20.25

Cites: 53

Cited by: 11

Related to: 10