Runyan, Rodney C.; Noh, Mijeong; Mosier, Jon - In: Journal of Fashion Marketing and Management: An … 17 (2013) 3, pp. 322-340
Purpose – The purpose of this paper is to operationalize the ubiquitously used concept of “cool,” specifically considering its meaning to Generation Y consumers of apparel. Using Churchill's rigorous scale generating method, the authors generate items, pre‐test, and the test with a...