Development of a scale to measure cool brands
The meaning of cool brands has attracted the attention of many marketing practitioners, but little attention has been given in academia. This study reports the development of a scale measuring characteristics of cool brands and the model is grounded in the accepted paradigm for scale development pro...
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| Format: | masterThesis |
| Language: | eng |
| Published: |
2012
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| Online Access: | http://hdl.handle.net/10773/7926 |
| Country: | Portugal |
| Oai: | oai:ria.ua.pt:10773/7926 |