“Wow! It’s Cool”: How Brand Coolness Affects the Customer Psychological Well-Being Through Brand Love and Brand Engagement
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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