Coolness
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Why Coolness Should Matter To Marketing And When Consumers Desire A Cool Brand
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Author : Antje Budzanowski
language : en
Publisher:
Release Date : 2017
Why Coolness Should Matter To Marketing And When Consumers Desire A Cool Brand written by Antje Budzanowski and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with categories.
Throughout the history of time, success stories of coolness shine brightly and are thus inevitable. Brands like Apple, Harley-Davidson and Nike profoundly demonstrated that coolness is more than just a school's backyard adjective, but a topic for boardrooms that reflects the consumer's desirability and a company's performance. While some may bargain the perception of coolness as an unfathomed "lusus naturae" granted to only special ones, other worship the cool factor as the symbolic currency adding value and driving trends in the marketplace. However, because we live in a time where points of difference are increasingly diluting in consumers' minds, it is thus becoming indispensable to gain a profound understanding of what drives uniqueness in the marketplace. For decades, the cool factor has been attracting the attention of marketing professionals and academia, resulting in an emergence of numerous publications uncovering the origin and antecedents of coolness. However, only scarce empirical research documents the positive effects of coolness and examines the environments where the cool factor sparks excitement and desirability. This is where this dissertation's endeavor is grounded. Based on the established fundamental concept that inferences of nonconformity lead to enhanced inferences of coolness, five experiments were conducted. More precisely, Experiment 1a herein involved existing brands, and documented that high levels of coolness are reflected in high levels of brand equity ratings. A more rigid test of the relationship between brand coolness and brand equity is found in Experiment 1b. Findings show that consumers are willing to pay substantially more for a product they consider cool. The subsequent experiments then delved into the analysis of boundary conditions. In sum, the underlying experiments showed that coolness is relevant when social concerns are highly salient to the consumer. More precisely, Experiment 2 demon.
The Cultural Career Of Coolness
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Author : Ulla Haselstein
language : en
Publisher: Lexington Books
Release Date : 2013-10-10
The Cultural Career Of Coolness written by Ulla Haselstein and has been published by Lexington Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-10 with Social Science categories.
Cool is a word of American English that has been integrated into the vocabulary of numerous languages around the globe. Today it is a term most often used in advertising trendy commodities, or, more generally, in promoting urban lifestyles in our postmodern age. But what is the history of the term “cool?" When has coolness come to be associated with certain modes of contemporary self-fashioning? On what grounds do certain nations claim a privilege to be recognized as “cool?" These are some of the questions that served as a starting-point for a comparative cultural inquiry which brought together specialists from American Studies and Japanese Studies, but also from Classics, Philosophy and Sociology. The conceptual grid of the volume can be described as follows: (1) Coolness is a metaphorical term for affect-control. It is tied in with cultural discourses on the emotions and the norms of their public display, and with gendered cultural practices of subjectivity. (2) In the course of the cultural transformations of modernity, the term acquired new importance as a concept referring to practices of individual, ethnic, and national difference. (3) Depending on cultural context, coolness is defined in terms of aesthetic detachment and self-irony, of withdrawal, dissidence and even latent rebellion. (4) Coolness often carries undertones of ambivalence. The situational adequacy of cool behavior becomes an issue for contending ethical and aesthetic discourses since an ethical ideal of self-control and a strategy of performing self-control are inextricably intertwined. (5) In literature and film, coolness as a character trait is portrayed as a personal strength, as a lack of emotion, as an effect of trauma, as a mask for suffering or rage, as precious behavior, or as savvyness. This wide spectrum is significant: artistic productions offer valid insights into contradictions of cultural discourses on affect-control. (6) American and Japanese cultural productions show that twentieth-century notions of coolness hybridize different cultural traditions of affect-control.
Tragic Coolness
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Author : Giselle Renarde
language : en
Publisher: Giselle Renarde
Release Date :
Tragic Coolness written by Giselle Renarde and has been published by Giselle Renarde this book supported file pdf, txt, epub, kindle and other format this book has been release on with Fiction categories.
When a handsome stranger arrives at the family orchard, Tatyana’s world is turned upside-down. It’s been ages since she’s felt an attraction like this. And yet, when she confesses her love, the enigmatic Eugene Onegin rips her heart to shreds. Years later, when they meet again, will Eugene surrender to his long-buried emotions? Or will a tragic coolness be his downfall? A Modern Adaptation of the Verse Novel “Eugene Onegin” by Alexander Pushkin.
A Theoretical Model For Sunspot Coolness
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Author : R. K. Jaggi
language : en
Publisher:
Release Date : 1963
A Theoretical Model For Sunspot Coolness written by R. K. Jaggi and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1963 with Sunspots categories.
Coolness And Courage
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Author : Terry Kroenung
language : en
Publisher: iUniverse
Release Date : 2000
Coolness And Courage written by Terry Kroenung and has been published by iUniverse this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Drama categories.
Coolness and Courage is a one-act play which shows how a boy in trouble named Raheem learns to make the right decisions. Sentenced to community service in a nursing home, he meets a resident who tells him the history of the Buffalo Soldiers, the tough African-American fighting men who overcame prejudice, Native American warriors, and terrible living conditions to pacify the Old West. After learning how those heroes overcame adversity with honor, Raheem has the chance to do something similar when his former partners in crime make him an offer. Designed to be set up and performed in one classroom period, with time left for discussion, Coolness and Courage has been successfully performed for schools, youth groups, and churches by young men who faced the same inner-city challenges Raheem has to confront in the play.
Speculative Coolness
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Author : Bryan Cantley
language : en
Publisher: Taylor & Francis
Release Date : 2023-04-04
Speculative Coolness written by Bryan Cantley and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-04-04 with Architecture categories.
Cantley’s work offers a unique and critical insight into the emergence of a liminal territory that exists between the real and the virtual that mainstream architecture has yet to exploit. Speculative Coolness surveys and collects a highly experimental architecture/design praxis. This book presents a selected body of his work, showcasing projects which seek to understand and explore the conditions, contexts, and media logics which govern this new territory, and to speculate on the Architecture[s] which it might occupy, and which might occupy it. Featuring both resolved projects and work[s] that are under development, this anthology represents constructs that locate themselves somewhere between architecture and its documentative media. The projects are presented alongside a series of critical essays written by pre-eminent architectural practitioners and theorists. These essays explore the disciplinary, social, and cultural context of the work, serving to underscore the importance of these explorations to the expansion of disciplinary knowledge.
True Coolness
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Author : Mario O'Farrill-Walker
language : en
Publisher: Mario Walker
Release Date : 2020-10-06
True Coolness written by Mario O'Farrill-Walker and has been published by Mario Walker this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-06 with Juvenile Nonfiction categories.
True Coolness is a poetry book reminding Christians that true Coolness is holiness.
What S Cool
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Author : Rajendran Sriramachandramurthy
language : en
Publisher:
Release Date : 2009
What S Cool written by Rajendran Sriramachandramurthy and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with categories.
Although the origins of the word "cool" and its general relevance to marketing have been well discussed, there has been little scientific research of coolness and its consequences in the context of marketing of specific brands or product categories. The focus of this dissertation is to build the first theory driven and psychometrically sound measure of a brand's level of coolness in the form of a brand coolness index (BCI). The concept of cool as it applies to brands is defined and the five dimensions of cool are identified with the purpose of building the BCI. A model that investigates the effects of brand coolness on consumer attitudes and several behavioral consequences is proposed.
True Coolness
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Author : Mario Walker
language : en
Publisher: Mario Walker
Release Date :
True Coolness written by Mario Walker and has been published by Mario Walker this book supported file pdf, txt, epub, kindle and other format this book has been release on with Poetry categories.
A book featuring my poem True Coolness and some verses to help Young Christians to understand that it is cool to follow Jesus.
Coolness
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Author : Michael Köckritz
language : en
Publisher: Te Neues Publishing Company
Release Date : 2023
Coolness written by Michael Köckritz and has been published by Te Neues Publishing Company this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023 with Philosophy categories.
- A richly-illustrated homage to coolness as an attitude and an aesthetic - An edgy project, both a documentary and a work of art, with a stunning visual execution and packed with creative energy - Amusing, entertaining, yet also tremendously rich in layers given its interdisciplinary perspective Cool. Whether it's a cool guy, cool sunglasses, or a cool film - the attribute 'cool', which until the early '90s was still the definitive identifier of rebellious youth culture speech, is now encountered globally and across all social classes in an almost inflationary manner. The adjective 'cool' is now regarded as a vague paraphrase for something positively casual and is particularly fond of offering itself to us with an aura of self-confident modernity and stylistic confidence. Unfortunately, whoever says 'cool' today often just means a fashion word, representative of who or what is currently hip and what is not. Everything that is somehow hip, trendy or 'in' is called 'cool'. Everything should, and everyone wants, to be cool. On the one hand, 'coolness' is an empty buzzword, on the other hand, it is a self-confident, late-modern individual attitude and behavioral strategy with rebellious roots against a twisted and unjust world.