Congratulations to our researcher Sandra Loureiro from the Marketing research group!
The article “Brand Coolness,” by Caleb Warren, Rajeev Batra, Sandra Loureiro, and Richard P. Bagozzi, was one of finalists for the 2024 Sheth Foundation/Journal of Marketing Award.
The annual Sheth Foundation/Journal of Marketing Award honors a Journal of Marketing article that has made long-term contributions to the field of marketing. An article is eligible for consideration to receive the award in the fifth year after its publication. This year’s selection committee included Michael Trusov, Marc Fischer, and Vanitha Swaminathan.
This article talk about, what makes brands cool?
New research reveals the secrets of “brand coolness” and its power to win over consumers.
- Cool Brand Traits: Stand out, look great, feel energetic, high-status, rebellious, unique, genuine, niche-focused, iconic, and popular.
- Benefits of Coolness: Happier customers, brand loyalty, willingness to pay more, and positive word-of-mouth.
- Coolness Evolves: Starts niche (rebellious, authentic), then becomes more mainstream (popular, iconic).
- Tips for a Cool Brand: Stay trendy, be authentic, craft a unique identity, connect with your audience, and embrace risk-taking.
Cool brands win hearts and wallets. This research empowers marketers to build brands that resonate with consumers.
Read the article here
