... strategy Competitive analysis Consumer–brand relationships Measurement scales Construct validity Word of mouth Brand purchase intent Factor analyses This paper contributes to the validation and refinement of a well-accepted measure of brand coolness, in multiple ways detailed below. Brand...

... Competitive analysis Retailing Spain Price is one of the most important market factors, given that it is present in all purchase situations. From the consumer's point of view, price initially represents the minimum monetary cost that they must bear in a transaction. From the manufacturer's point...