Duggal, Ekta; Verma, Harsh V. - In: South Asian Journal of Business Studies 8 (2019) 2, pp. 130-145
Purpose: Cool has been studied mostly in consumer samples drawn from Western countries. This study was inspired by paucity of literature on “cool” in an Indian context. There is certainty that “cool” adds value and bestows desirability but there is uncertainty about what “cool”...