An analysis of the concept of cool and its marketing implications

Authors: C. Nancarrow; P. Nancarrow; J. Page

Source: Journal of Consumer Behaviour, Volume 1, Number 4, 1 June 2002 , pp. 311-322(12)

Buy & download fulltext article:

The full text article is not available for purchase.

The publisher only permits individual articles to be downloaded by subscribers.

Abstract:

Cool has become the favoured language of popular culture. This paper examines the roots of cool and its evolution with reference to its relevance to marketers. In particular, the work of Bourdieu and the concepts of cultural capital and cultural intermediaries are drawn on. The importance of talking to cultural intermediaries led Seagram to carry out a research programme that examines the process of adoption of alcoholic drinks and ways of reaching ‘style leaders’. Given the problem of recruiting and researching ‘style leaders’, the research employed specialist recruiters and moderators and a combination of direct and indirect questioning.

Keywords: Cool; cultural capital; cultural intermediaries; style leaders; qualitative research

Document Type: Regular paper

Publication date: 2002-06-01

More about this publication?

As of January 2010, this journal will no longer be available on IngentaConnect, please visit Wiley InterScience to arrange continued access to this content
Access this journal at Wiley InterScience
ingentaconnect is not responsible for the content or availability of external websites