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Keywords: Coolness
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Journal Articles
A conceptual framework of cool for social marketing
Available to Purchase
Journal:
Journal of Social Marketing
Journal of Social Marketing (2016) 6 (2): 121–143.
Published: 11 April 2016
...Khondker Galib B. Mohiuddin; Ross Gordon; Christopher Magee; Jeong Kyu Lee Purpose The purpose of this paper is to present a conceptual framework of cool for social marketing through a comprehensive literature review and integrating extant literature on cool. Design/methodology/approach...
