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Keywords: Branded entity
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Journal Articles
Journal of Product & Brand Management (2024) 33 (2): 258–272.
Published: 15 February 2024
... and the mechanisms underlying coolness effects. This study suggests a tailored application of brand coolness dimensions to different branded entities. Originality/value This research contributes to the brand coolness literature by validating a two-dimensional brand coolness structure encompassing self-oriented...
