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Keywords: Measurement scales
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Journal Articles
Brand coolness: development and validation of a short scale
Available to Purchase
Journal of Product & Brand Management (2025) 34 (4): 575–587.
Published: 26 March 2025
... re-use rights only Brand coolness Brand management Brand 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...
