Insight into the minds of tweens: unlocking the mystery of cool brands / Masdiana Sulaiman

This study examines how tweens define cool and why cool brands are important to them. Tweens are essentially the segment between childhood and adolescence or the younger end of the teenagers’ age spectrum and this market is deemed important as their consumption power increases with the growing buyin...

Full description

Bibliographic Details
Main Author:	Sulaiman, Masdiana
Format:	Book Section
Language:	English
Published:	Institute of Graduate Studies, UiTM 2016
Subjects:	Branding (Marketing)
Online Access:	http://ir.uitm.edu.my/id/eprint/19920/ http://ir.uitm.edu.my/id/eprint/19920/1/ABS_MASDIANA%20SULAIMAN%20TDRA%20VOL%2010%20IGS%2016.pdf

id	uitm-19920
recordtype	eprints
spelling	uitm-199202018-06-08T08:20:37Z http://ir.uitm.edu.my/id/eprint/19920/ Insight into the minds of tweens: unlocking the mystery of cool brands / Masdiana Sulaiman Sulaiman, Masdiana Branding (Marketing) This study examines how tweens define cool and why cool brands are important to them. Tweens are essentially the segment between childhood and adolescence or the younger end of the teenagers’ age spectrum and this market is deemed important as their consumption power increases with the growing buying power of consumers specifically in Malaysia. Understanding the definition of cool is important to marketers, but a clear definition of the cool concept has been under-theorized in the field of marketing, psychology or even sociology, particularly with a focus on tweens. To close this gap, this study focuses on how tweens perceived the concept of cool, the importance of the cool notion to them and how this is likely to influence their brand choices. Using the qualitative approach based on the interpretive paradigm with an emic focus, a semi structured interview guide was utilised for the face-to-face interview sessions and through in depth narrative analysis, this study theorizes the cool notion from the perspectives of the tweens who were selected specifically from five primary schools and three secondary schools in Kuala Lumpur, Malaysia… Institute of Graduate Studies, UiTM 2016 Book Section PeerReviewed text en http://ir.uitm.edu.my/id/eprint/19920/1/ABS_MASDIANA%20SULAIMAN%20TDRA%20VOL%2010%20IGS%2016.pdf Sulaiman, Masdiana (2016) Insight into the minds of tweens: unlocking the mystery of cool brands / Masdiana Sulaiman. In: The Doctoral Research Abstracts. IGS Biannual Publication, 10 (10). Institute of Graduate Studies, UiTM, Shah Alam.
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Branding (Marketing)
spellingShingle	Branding (Marketing) Sulaiman, Masdiana Insight into the minds of tweens: unlocking the mystery of cool brands / Masdiana Sulaiman
description	This study examines how tweens define cool and why cool brands are important to them. Tweens are essentially the segment between childhood and adolescence or the younger end of the teenagers’ age spectrum and this market is deemed important as their consumption power increases with the growing buying power of consumers specifically in Malaysia. Understanding the definition of cool is important to marketers, but a clear definition of the cool concept has been under-theorized in the field of marketing, psychology or even sociology, particularly with a focus on tweens. To close this gap, this study focuses on how tweens perceived the concept of cool, the importance of the cool notion to them and how this is likely to influence their brand choices. Using the qualitative approach based on the interpretive paradigm with an emic focus, a semi structured interview guide was utilised for the face-to-face interview sessions and through in depth narrative analysis, this study theorizes the cool notion from the perspectives of the tweens who were selected specifically from five primary schools and three secondary schools in Kuala Lumpur, Malaysia…
format	Book Section
author	Sulaiman, Masdiana
author_facet	Sulaiman, Masdiana
author_sort	Sulaiman, Masdiana
title	Insight into the minds of tweens: unlocking the mystery of cool brands / Masdiana Sulaiman
title_short	Insight into the minds of tweens: unlocking the mystery of cool brands / Masdiana Sulaiman
title_full	Insight into the minds of tweens: unlocking the mystery of cool brands / Masdiana Sulaiman
title_fullStr	Insight into the minds of tweens: unlocking the mystery of cool brands / Masdiana Sulaiman
title_full_unstemmed	Insight into the minds of tweens: unlocking the mystery of cool brands / Masdiana Sulaiman
title_sort	insight into the minds of tweens: unlocking the mystery of cool brands / masdiana sulaiman
publisher	Institute of Graduate Studies, UiTM
publishDate	2016
url	http://ir.uitm.edu.my/id/eprint/19920/ http://ir.uitm.edu.my/id/eprint/19920/1/ABS_MASDIANA%20SULAIMAN%20TDRA%20VOL%2010%20IGS%2016.pdf
first_indexed	2023-09-18T23:03:34Z
last_indexed	2023-09-18T23:03:34Z
_version_	1777418334342479872

Insight into the minds of tweens: unlocking the mystery of cool brands / Masdiana Sulaiman

Similar Items