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What is cool?: operationalizing the construct in an apparel context

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What is cool? operationalizing the construct in an apparel context. / Runyan, Rodney; Noh, Mijeong; Mosier, Jon.

In: Journal of Fashion Marketing and Management, Vol. 17, No. 3, 2013, p. 322-340.

Research output: Contribution to journalJournal articlepeer-review

Harvard

Runyan, R, Noh, M & Mosier, J 2013, 'What is cool? operationalizing the construct in an apparel context', Journal of Fashion Marketing and Management, vol. 17, no. 3, pp. 322-340. https://doi.org/10.1108/JFMM-01-2012-0001

APA

Runyan, R., Noh, M., & Mosier, J. (2013). What is cool? operationalizing the construct in an apparel context. Journal of Fashion Marketing and Management, 17(3), 322-340. https://doi.org/10.1108/JFMM-01-2012-0001

Vancouver

Runyan R, Noh M, Mosier J. What is cool? operationalizing the construct in an apparel context. Journal of Fashion Marketing and Management. 2013;17(3):322-340. https://doi.org/10.1108/JFMM-01-2012-0001

Author

Runyan, Rodney ; Noh, Mijeong ; Mosier, Jon. / What is cool? operationalizing the construct in an apparel context. In: Journal of Fashion Marketing and Management. 2013 ; Vol. 17, No. 3. pp. 322-340.

Bibtex

@article{59e03ce6d2244a029e2c006a91ab83e1,
title = "What is cool?: operationalizing the construct in an apparel context",
abstract = "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{\textquoteright}s (1979) rigorous scale generating method, we generate items, pre-test, and the test with a sample (N=265) of college students.Design/methodology/approach - Researchers specify the domain of the cool construct, conduct item generation, collect data through a pre-test to purify the measures and then collect data from a large sample to assess reliability and validity of the measures and construct. Findings - Results of exploratory factor analysis reveal a six-factor solution; a confirmatory analysis shows that cool is a multi-dimensional construct reflected in two second-order factors labeled as hedonic and utilitarian cool. These factors are reflected in five first order factors we call: singular, personal, aesthetic, quality and functional cool.Research limitations/implications - Cool as a social and marketing concept has enjoyed a forty+ year lifespan, and is still used often in advertising messages and marketing strategy. This study provides a valid and reliable scale measuring cool, providing scholars a starting point to include cool in empirical research.Originality/value - The study provides valuable insight into the cool concept as being a multidimensional construct, operationalizing the first scale to measure cool in a consumer setting.",
keywords = "Generation Y, Cool, Scale development, Young consumers, Consumer psychology",
author = "Rodney Runyan and Mijeong Noh and Jon Mosier",
year = "2013",
doi = "10.1108/JFMM-01-2012-0001",
language = "English",
volume = "17",
pages = "322--340",
journal = "Journal of Fashion Marketing and Management",
issn = "1361-2026",
publisher = "Emerald Group Publishing Ltd.",
number = "3",

}

RIS

TY - JOUR

T1 - What is cool?

T2 - operationalizing the construct in an apparel context

AU - Runyan, Rodney

AU - Noh, Mijeong

AU - Mosier, Jon

PY - 2013

Y1 - 2013

N2 - 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 (1979) rigorous scale generating method, we generate items, pre-test, and the test with a sample (N=265) of college students.Design/methodology/approach - Researchers specify the domain of the cool construct, conduct item generation, collect data through a pre-test to purify the measures and then collect data from a large sample to assess reliability and validity of the measures and construct. Findings - Results of exploratory factor analysis reveal a six-factor solution; a confirmatory analysis shows that cool is a multi-dimensional construct reflected in two second-order factors labeled as hedonic and utilitarian cool. These factors are reflected in five first order factors we call: singular, personal, aesthetic, quality and functional cool.Research limitations/implications - Cool as a social and marketing concept has enjoyed a forty+ year lifespan, and is still used often in advertising messages and marketing strategy. This study provides a valid and reliable scale measuring cool, providing scholars a starting point to include cool in empirical research.Originality/value - The study provides valuable insight into the cool concept as being a multidimensional construct, operationalizing the first scale to measure cool in a consumer setting.

AB - 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 (1979) rigorous scale generating method, we generate items, pre-test, and the test with a sample (N=265) of college students.Design/methodology/approach - Researchers specify the domain of the cool construct, conduct item generation, collect data through a pre-test to purify the measures and then collect data from a large sample to assess reliability and validity of the measures and construct. Findings - Results of exploratory factor analysis reveal a six-factor solution; a confirmatory analysis shows that cool is a multi-dimensional construct reflected in two second-order factors labeled as hedonic and utilitarian cool. These factors are reflected in five first order factors we call: singular, personal, aesthetic, quality and functional cool.Research limitations/implications - Cool as a social and marketing concept has enjoyed a forty+ year lifespan, and is still used often in advertising messages and marketing strategy. This study provides a valid and reliable scale measuring cool, providing scholars a starting point to include cool in empirical research.Originality/value - The study provides valuable insight into the cool concept as being a multidimensional construct, operationalizing the first scale to measure cool in a consumer setting.

KW - Generation Y

KW - Cool

KW - Scale development

KW - Young consumers

KW - Consumer psychology

U2 - 10.1108/JFMM-01-2012-0001

DO - 10.1108/JFMM-01-2012-0001

M3 - Journal article

VL - 17

SP - 322

EP - 340

JO - Journal of Fashion Marketing and Management

JF - Journal of Fashion Marketing and Management

SN - 1361-2026

IS - 3

ER -