A Comprehensive conceptual model of contemporary coolness for brand and social marketing

Khondker Galib B. Mohiuddin, Ross Gordon, Christopher Magee, Jeong Kyu Lee

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


This paper presents a conceptual model of contemporary coolness that may be utilised by social marketing brand practitioners. An understanding of coolness may provide insights on segments that respond to coolness, and may aid in designing cool social marketing brands to influence these segments. The paper identifies that coolness is a multi-dimensional and often evasive concept. Relevant literature from psychology, marketing and cultural studies were reviewed to explicate the concept of coolness. A review of coolness related literature from psychology introduces an adaptation of an existing model that focuses on ‘cachet coolness’ and ‘contrarian coolness’. Based on literature across disciplines, the paper incorporates additional factors – ‘separatist coolness’ and ‘expressive coolness’– suggesting a more comprehensive model of coolness.
Original languageEnglish
Title of host publicationWorld Social Marketing Conference Sydney 2015
Subtitle of host publicationproceedings book
Place of PublicationSydney
PublisherFuse Events Ltd
Number of pages3
ISBN (Print)9780957683013
Publication statusPublished - 2015
EventWorld Social Marketing Conference - Sydney, Australia
Duration: 19 Apr 201521 Apr 2015


ConferenceWorld Social Marketing Conference


  • Cool
  • brand personality
  • social marketing


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