..., the mediating roles of brand coolness and mimetic desire were analyzed to understand their influence on purchase intentions. Findings The interaction between VI types and types of CSR advertisement messages from fashion brands significantly influences consumers’ purchase intentions, brand coolness...

...Khai Trieu Tran; Phuong Kim Thi Tran Purpose Given the limited research into brand coolness in social marketing, this study aims to explore the coolness concept as it applies to social behavior brands and compare the effects of brand coolness between commercial and social brands. Design...