Children’s perceptions of brand coolness: A qualitative study in the dairy industry
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Keywords:
cool
brand coolness
children
Cool Wall technique
qualitative research
Abstract
Consumers are striving for being cool, and the studies on maketing and practices towards cool are increasingly popular. While previous studies focused on the coolness of brands from the adults’ perspective, this study explores children’s (aged 6-17) perceptions of brand coolness and its related attributes in the context of the dairy industry. Employing qualitative research by combining various child-friendly techniques (e.g., the Cool Wall, storytelling and completion technique) embedded within in-depth interviews, the findings show that children of different ages have diverse perceptions of brand coolness attributes, which become more complex as children get older. The research also discovers factors formulating such children’s perceptions of brand coolness. These novel insights significantly contribute to brand image literature and offer practical implications for brands with cool positioning.
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Published
Oct 31, 2022
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How to Cite
Trần Triệu Khải, Trương Trần Trâm Anh, Nguyễn Thị Ngọc Trinh, and Ngô Thị Toàn. “Children’s Perceptions of Brand Coolness: A Qualitative Study in the Dairy Industry”. The University of Danang - Journal of Science and Technology, vol. 20, no. 10.1, Oct. 2022, pp. 26-32, https://jst-ud.vn/jst-ud/article/view/7950.
