Why is Apple Cool? An Examination of Brand Coolness and its Marketing Consequences

Authors

Rajendran Sriramachandramurthy, Rochester Institute of TechnologyFollow
Monica Hodis, St. John Fisher UniversityFollow

Document Type

Conference Proceeding

Publication Date

8-2010

Comments

Presented at the American Marketing Association Summer Conference in Boston, Massachusetts, August 2010.

Publication Information

Sriramachandramurthy, Rajendran and Hodis, Monica, "Why is Apple Cool? An Examination of Brand Coolness and its Marketing Consequences" (2010). Business Faculty/Staff Publications. Paper 25.
https://fisherpub.sjf.edu/business_facpub/25

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