...Roblyn Simeon Purpose To investigate the degree to which products, images, and activities associated with a popular culture supports and sustains brands associated with that culture, with particular reference to global Japanese brands. Design/methodology/approach A questionnaire‐based survey...

... Marketing strategy Brand management Popular culture Coolhunting has been enthusiastically embraced by the client community because it seemed unerringly shrewd at predicting the future – and with that most ephemeral, fickle, will‐o’‐the‐wisp of qualities, cool. Cool is the anvil on which many...