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- W2904659801 abstract "The word ‘cool’ has entered in the currency of language, especially that of young people. The term enjoys a distinct and well defined meaning in dictionary. In denotative sense it is related to the degree of temperature of a liquid or object or a body. It implies a state when something is ‘neither warm nor very cold or is moderately cold’ 2. Often ‘cool’ is also used in contexts other than relating to temperature, when it signifies character of a person, place or brand. Anything that is considered to be cool enjoys attraction and hence enjoys customer following. However, a perception of ‘un-cool’ has a value robbing effect from a product, place or phenomenon. If being cool can possibly give competitive edge in terms of customer desirability and following, it assumes significance from marketing perspective." @default.
- W2904659801 created "2018-12-22" @default.
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- W2904659801 date "2018-05-17" @default.
- W2904659801 modified "2023-09-23" @default.
- W2904659801 title "Psychology of Cool: Meaning and Marketing" @default.
- W2904659801 hasPublicationYear "2018" @default.
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