# Leveraging brand coolness for building strong consumer-brand relationships: different implications for products and services

> Research article (Journal of Product & Brand Management, 2024) · cited 21× · AI/ML

**Wikidata**: [openalex:W4391796244](https://www.wikidata.org/wiki/openalex:W4391796244)  
**Source**: https://4ort.xyz/entity/leveraging-brand-coolness-for-building-strong-consumer-brand-relationships-different-implications-for-products-and-servi