... in audiovisual commercials is also proposed. Kyogu Lee can be contacted at: kglee@snu.ac.kr 31 03 2022 28 08 2022 27 10 2022 01 11 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Advertising Brand competence Background...

... to promote the perceived quality of digital products, but people with high-cool (vs low-cool) perception are more likely to perceive the brand competence to promote the perceived quality of digital products. Practical implications Based on the conclusions in this paper, marketers could emphasize the cool...