Results study 3
| Louis Vuitton – Mass cool | Vanina – Niche cool | |||
|---|---|---|---|---|
| Brand coolness attributes | Mean | SD | Mean | SD |
| Useful/extraordinary | 5.28 | 1.55 | 5.03 | 1.41 |
| Energetic | 5.23 | 1.49 | 5.09 | 1.40 |
| Aesthetically appealing | 4.84 | 1.32 | 5.76 | 1.28 |
| Original | 4.93 | 1.41 | 4.65 | 1.36 |
| Authentic | 5.22 | 1.41 | 4.63 | 1.35 |
| Rebellious | 4.67 | 1.74 | 4.74 | 1.55 |
| High status | 5.42 | 1.33 | 4.74 | 1.34 |
| Popular | 6.17 | 1.28 | 4.12 | 1.42 |
| Subcultural | 4.62 | 1.67 | 5.05 | 1.55 |
| Iconic | 4.95 | 1.33 | 3.76 | 1.52 |
| Louis Vuitton – Mass cool | Vanina – Niche cool | |||
|---|---|---|---|---|
| Brand coolness attributes | Mean | SD | Mean | SD |
| Useful/extraordinary | 5.28 | 1.55 | 5.03 | 1.41 |
| Energetic | 5.23 | 1.49 | 5.09 | 1.40 |
| Aesthetically appealing | 4.84 | 1.32 | 5.76 | 1.28 |
| Original | 4.93 | 1.41 | 4.65 | 1.36 |
| Authentic | 5.22 | 1.41 | 4.63 | 1.35 |
| Rebellious | 4.67 | 1.74 | 4.74 | 1.55 |
| High status | 5.42 | 1.33 | 4.74 | 1.34 |
| Popular | 6.17 | 1.28 | 4.12 | 1.42 |
| Subcultural | 4.62 | 1.67 | 5.05 | 1.55 |
| Iconic | 4.95 | 1.33 | 3.76 | 1.52 |
Note:
SD = standard deviation
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