Leveraging brand coolness for building strong consumer-brand relationships: different implications for products and services
Anh Tran Tram Truong was awarded her PhD in Management from Heriot–Watt University. Her research interests encompass interdisciplinary aspects of marketing, entrepreneurship and strategy. She currently focuses on identity theories and their use in management research. Her work has been published in highly regarded peer-reviewed journals such as Journal of International Management and Journal of Business Venturing Insights, among others.
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 15 February 2024
Issue publication date: 27 February 2024
Abstract
Purpose
This study aims to answer the following questions: How do consumers’ perceptions of brand coolness affect brand relationship outcomes and how do brand coolness effects differ between product brands and service brands?
Design/methodology/approach
A quantitative survey was used to collect data from 1,500 consumers assigned to assess one of 20 popular product and service brands in Vietnam. Partial least square structural equation modeling was used to analyze the data.
Findings
Data analysis reveals that both dimensions of brand coolness (i.e. self-oriented and other-oriented coolness) exert positive impacts on brand relationship outcomes (i.e. brand satisfaction, brand love and brand advocacy) through brand attitude (i.e. the evaluative mechanism) and self-brand connection (i.e. the identity mechanism). While the identity mechanism of brand coolness effects is more prominent in product brands, the evaluative mechanism is more pronounced for service brands.
Practical implications
This research provides practical guidance for brand managers to build strong customer relationships by leveraging their brand coolness and the mechanisms underlying coolness effects. This study suggests a tailored application of brand coolness dimensions to different branded entities.
Originality/value
This research contributes to the brand coolness literature by validating a two-dimensional brand coolness structure encompassing self-oriented and other-oriented coolness, in accordance with a value-based conceptualization of the concept. For mass brand studies, this study recommends the exclusion of rebellious and subcultural attributes, as well as the utility of pre-determined brands as evaluated objects, in measuring brand coolness. This study also illuminates dual mediation mechanisms and moderation of the branded entity underlying brand coolness effects on consumer–brand relationships.
Keywords
Acknowledgements
This research is funded by Funds for Science and Technology Development of the University of Danang under project number B2021-DN04-05.
Citation
Tran, K.T., Truong, A.T.T., Truong, V.-A.T. and Luu, T.T. (2024), "Leveraging brand coolness for building strong consumer-brand relationships: different implications for products and services", Journal of Product & Brand Management, Vol. 33 No. 2, pp. 258-272. https://doi.org/10.1108/JPBM-05-2023-4476
Publisher
:Emerald Publishing Limited
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