Service brand coolness in the construction of brand loyalty: A self-presentation theory approach
Sign Up to like & getrecommendations! Published in 2022 at "Journal of Retailing and Consumer Services"
DOI: 10.1016/j.jretconser.2021.102876
Abstract: As service brands need to find new methods to overcome consumers' distrust of physical spaces in the post-COVID-19 era, we explore how niche and mass service brands can recover their experiential value through perceptions of… read more here.
Keywords: service; brand; service brand; brand coolness ... See more keywords
Cool brands and hot attachments: their effect on consumers’ willingness to pay more
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DOI: 10.1108/ejm-02-2022-0086
Abstract: Purpose This paper aims to explore how motivations to stand out and fit in through consumption affect consumers’ perceptions of subcultural and popular brand coolness. Importantly, how do perceptions of brand coolness affect consumers’ formations… read more here.
Keywords: willingness pay; brand; coolness; brand coolness ... See more keywords
“Wow! It’s Cool”: How Brand Coolness Affects the Customer Psychological Well-Being Through Brand Love and Brand Engagement
Sign Up to like & getrecommendations! Published in 2022 at "Frontiers in Psychology"
DOI: 10.3389/fpsyg.2022.923870
Abstract: In this era of razor-edge competition, marketers strive to outperform their rivals by improving their brands. Increasing brand coolness may be the best way to do it. This study used a stimulus organism response (SOR)… read more here.
Keywords: brand love; love brand; brand; engagement ... See more keywords