Yin, Cheng-Yue; Bi, Nan; Liu, Xiao-Xin; Li, Meng-Ran; … - In: Journal of business research : JBR 193 (2025), pp. 1-15
Brand coolness has emerged as a critical factor in brand competitiveness, yet research on strategies to enhance it remains limited. This study proposes that brand coolness can be elevated by introducing far extensions. Specifically, in cases with far brand extensions, feature transposition (vs....