Prof. Dr. Sandra Maria Correia Loureiro

Marketers strive to create cool brands, but the literature does not offer a blueprint for what “brand coolness” means or what features characterize cool brands. This research uses a mixed-methods approach to conceptualize brand coolness and identify a set of characteristics typically associated with cool brands. Focus groups, depth interviews, and an essay study indicate that cool brands are perceived to be extraordinary, aesthetically appealing, energetic, high status, rebellious, original, authentic, subcultural, iconic, and popular. In nine quantitative studies (surveys and experiments), the authors develop scale items to reliably measure the component characteristics of brand coolness; show that brand coolness influences important outcome variables, including consumers’ attitudes toward, satisfaction with, intentions to talk about, and willingness to pay for the brand; and demonstrate how cool brands change over time. At first, most brands become cool to a small niche, at which point they are perceived to be more subcultural, rebellious, authentic, and original. Over time, some cool brands become adopted by the masses, at which point they are perceived to be more popular and iconic.

About Me

Sandra Maria Correia Loureiro is in the ranking of 2% of the best scientists in the world in both Marketing and Sport, Leisure & Tourism by Stanford University, together with the publishing house Elsevier and SciTech Strategies. Her research interests include relationship marketing, tourism marketing issues and the implications with VR, AR and AI. Her papers have been published in a variety of peer reviewed journals that include Journal of Marketing, Journal of Retailing, Journal of Service Management, Journal of Business Research, Journal of Cleaner Production, Journal of Promotion Management, the Service Industries Journal or Online Information Review. She recently won several awards, such as: the 2012 Best Paper Premier Award presented by the Global Marketing Conference (comprised of EMAC, ANZMAC, KSMS, and the Japanese Association of Marketing), Highly Commended paper Award 2014 - 7th EuroMed Conference and EuroMed Research Business Institute (EMRBI), Highly Commended paper Award 2016 - 9th EuroMed Conference and EuroMed Research Business Institute (EMRBI), Best Paper Award 2016- ICCMI 2016. In 2017 and 2018 she also won high commended papers award from editor Emerald. Best paper award at the Fashion Management Conference 2019.

Prof. Dr. Sandra Maria Correia Loureiro

Prof. Dr. Sandra Maria Correia Loureiro

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About Me