TITLE

What makes a brand cool anyway?

PUB. DATE
September 2002
SOURCE
Brand Strategy;Sep2002, Issue 163, p34
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Reports on the study conducted by NFO World Group focusing on consumers' opinions regarding the factors that make a brand cool in Great Britain. Effects of advertising on consumer perceptions of a brand's being cool; Celebrity endorsement's impact on the image of a brand.
ACCESSION #
7452449

 

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