FRINK Linked Data Fragments server

Matches in SemOpenAlex for { <https://semopenalex.org/work/W2293635211> ?p ?o ?g. }

• W2293635211 abstract "Coolness has been studied by scholars from different disciplines: semiotics, sociology, anthropology and psychology. In defining coolness, scholars do agree that this concept was related to rebellious attitudes and behaviours before it started being commercialized. In this thesis the researcher builds on current literature on Coolness by linking rebellious behaviours to disadvantaged financial, social, or cultural backgrounds, which are often presented in the companies narratives describing the background of their founders. Telling stories about disadvantaged background and narrating how difficult and hard was for the owner to establish the venture has been shown to increase consumers’ connection with the brands. In this study, the researcher claims that when a brand is positioned as a rebel, consumers will consider the brand as more Cool if the brand has a disadvantaged rather than and advantaged biography, because disadvantaged brand biography seems more congruent with rebellious positioning.The researcher also argues that Brand Authenticity influences this relationship. Previous studies have pointed out how consumers perceive a company as authentic if they think that it consistently behaves in accordance with its values and beliefs. In other words, the more a brand acts in congruence with these values at all stages - production, promotion, or customer care - the more this brand will be perceived as authentic by consumers. The author here points out that being considered as an underdog may justify the actions a rebellious brand implements against the mainstream rules in order to succeed, increasing the authenticity of its claim and boosting, in turn, Coolness.Consumers may, nevertheless, evaluate rebelliousness in different ways depending on how important it is for them to be connected with or to be independent from other consumers. Self-construal is therefore tested as a potential moderator of the relationship between rebelliousness and brand authenticity. The results of five experiments showed that a disadvantaged background together with a rebellious conduct or positioning influences consumers’ evaluation of coolness. Furthermore, Brand Authenticity was found to mediate the direct effect of rebelliousness on coolness, demonstrating that a rebellious positioning is considered ‘Cool’ as long as the company acts in line with its core values. In addition, the findings indicated that the consumers’ level of independence moderated the relationship between the rebelliousness of the brand and the evaluation of the company authenticity. Lastly, the results demonstrate that the effect of a disadvantaged background sustain Coolness also when a company becomes a ‘superbrand’ and in product categories that are not necessarily evaluated as ‘Cool’ (like, for example, appliances). This research extends the literature on brand biographies and brand authenticity, demonstrating how these constructs can be applied to different domains and how they impact consumers’ evaluation of advertising clues (such as a rebellious positioning). On a managerial level, this research contributes in demonstrating that the use of a disadvantaged brand biography can help branding practitioners to enhance the level of coolness for their brands in spite of the size of the company and the product category." @default.
• W2293635211 created "2016-06-24" @default.
• W2293635211 creator A5019356154 @default.
• W2293635211 date "2015-09-01" @default.
• W2293635211 modified "2023-09-26" @default.
• W2293635211 title "Will the revolution be advertised? Rebelliousness, authenticity and brand coolness." @default.
• W2293635211 hasPublicationYear "2015" @default.
• W2293635211 type Work @default.
• W2293635211 sameAs 2293635211 @default.
• W2293635211 citedByCount "0" @default.
• W2293635211 crossrefType "dissertation" @default.
• W2293635211 hasAuthorship W2293635211A5019356154 @default.
• W2293635211 hasConcept C107038049 @default.
• W2293635211 hasConcept C111472728 @default.
• W2293635211 hasConcept C112698675 @default.
• W2293635211 hasConcept C124952713 @default.
• W2293635211 hasConcept C138885662 @default.
• W2293635211 hasConcept C139997677 @default.
• W2293635211 hasConcept C142362112 @default.
• W2293635211 hasConcept C144024400 @default.
• W2293635211 hasConcept C144133560 @default.
• W2293635211 hasConcept C152455256 @default.
• W2293635211 hasConcept C15744967 @default.
• W2293635211 hasConcept C17744445 @default.
• W2293635211 hasConcept C199033989 @default.
• W2293635211 hasConcept C199539241 @default.
• W2293635211 hasConcept C205971072 @default.
• W2293635211 hasConcept C2777617010 @default.
• W2293635211 hasConcept C2780623907 @default.
• W2293635211 hasConcept C520712124 @default.
• W2293635211 hasConcept C57375061 @default.
• W2293635211 hasConcept C77805123 @default.
• W2293635211 hasConceptScore W2293635211C107038049 @default.
• W2293635211 hasConceptScore W2293635211C111472728 @default.
• W2293635211 hasConceptScore W2293635211C112698675 @default.
• W2293635211 hasConceptScore W2293635211C124952713 @default.
• W2293635211 hasConceptScore W2293635211C138885662 @default.
• W2293635211 hasConceptScore W2293635211C139997677 @default.
• W2293635211 hasConceptScore W2293635211C142362112 @default.
• W2293635211 hasConceptScore W2293635211C144024400 @default.
• W2293635211 hasConceptScore W2293635211C144133560 @default.
• W2293635211 hasConceptScore W2293635211C152455256 @default.
• W2293635211 hasConceptScore W2293635211C15744967 @default.
• W2293635211 hasConceptScore W2293635211C17744445 @default.
• W2293635211 hasConceptScore W2293635211C199033989 @default.
• W2293635211 hasConceptScore W2293635211C199539241 @default.
• W2293635211 hasConceptScore W2293635211C205971072 @default.
• W2293635211 hasConceptScore W2293635211C2777617010 @default.
• W2293635211 hasConceptScore W2293635211C2780623907 @default.
• W2293635211 hasConceptScore W2293635211C520712124 @default.
• W2293635211 hasConceptScore W2293635211C57375061 @default.
• W2293635211 hasConceptScore W2293635211C77805123 @default.
• W2293635211 hasLocation W22936352111 @default.
• W2293635211 hasOpenAccess W2293635211 @default.
• W2293635211 hasPrimaryLocation W22936352111 @default.
• W2293635211 hasRelatedWork W122651416 @default.
• W2293635211 hasRelatedWork W1606068114 @default.
• W2293635211 hasRelatedWork W2092846266 @default.
• W2293635211 hasRelatedWork W2102634803 @default.
• W2293635211 hasRelatedWork W2112899803 @default.
• W2293635211 hasRelatedWork W2160327856 @default.
• W2293635211 hasRelatedWork W220180280 @default.
• W2293635211 hasRelatedWork W2253126765 @default.
• W2293635211 hasRelatedWork W2296989724 @default.
• W2293635211 hasRelatedWork W2478049709 @default.
• W2293635211 hasRelatedWork W2734365070 @default.
• W2293635211 hasRelatedWork W2752804647 @default.
• W2293635211 hasRelatedWork W2763182698 @default.
• W2293635211 hasRelatedWork W2902402759 @default.
• W2293635211 hasRelatedWork W3103715675 @default.
• W2293635211 hasRelatedWork W3124720105 @default.
• W2293635211 hasRelatedWork W3161505983 @default.
• W2293635211 hasRelatedWork W3177435684 @default.
• W2293635211 hasRelatedWork W574912588 @default.
• W2293635211 hasRelatedWork W3090827149 @default.
• W2293635211 isParatext "false" @default.
• W2293635211 isRetracted "false" @default.
• W2293635211 magId "2293635211" @default.
• W2293635211 workType "dissertation" @default.