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How and when brand coolness transforms product quality judgments into positive word of mouth and intentions to buy/use
Journal of Marketing Theory and Practice Pub Date : 2022-06-21 , DOI: 10.1080/10696679.2022.2081925 Richard P. Bagozzi 1 , Mozhde Khoshnevis 2
Journal of Marketing Theory and Practice Pub Date : 2022-06-21 , DOI: 10.1080/10696679.2022.2081925 Richard P. Bagozzi 1 , Mozhde Khoshnevis 2
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Brand coolness is a relatively understudied but important marketing phenomenon that only recently has received systematic scrutiny. We investigate a multidimensional structure of brand coolness and...
中文翻译：
品牌酷感如何以及何时将产品质量判断转化为积极的口碑和购买/使用意图
品牌酷是一种相对未被充分研究但重要的营销现象，直到最近才受到系统的审查。我们研究品牌酷度的多维结构并......
更新日期：2022-06-21
中文翻译：
品牌酷感如何以及何时将产品质量判断转化为积极的口碑和购买/使用意图
品牌酷是一种相对未被充分研究但重要的营销现象，直到最近才受到系统的审查。我们研究品牌酷度的多维结构并......
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