Do memes impact brand coolness perceptions? Examining hedonic versus utilitarian products

Digital platforms are one of the best tools to connect consumers worldwide (Nieubuur, 2021). Specifically, in the first quarter of 2021, Facebook alone had an active user base of 2.91 billion users, YouTube had 2.29 billion active users, while Instagram had 1.39 billion active users (Statista, 2021)...

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Bibliographic Details
Main Author: Aleem, A. (author)
Other Authors: Loureiro, S. M. C. (author), Aguiar, M. (author)
Format: conferenceObject
Language:eng
Published: 2022
Subjects:
Brand coolness
Memes
Consumption
Internet
Digital marketing
Hedonic
Utilitarian
Online Access:http://hdl.handle.net/10071/26247
Country:Portugal
Oai:oai:repositorio.iscte-iul.pt:10071/26247

Internet

http://hdl.handle.net/10071/26247

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