... that such alliances between idols and brands enhance fans’ perceptions of brand coolness and strengthen their satisfaction with the idol-brand relationship. These factors, in turn, positively affect brand preference, which subsequently drives brand advocacy. Furthermore, accounting for individual differences...

...Richard P. Bagozzi; Rajeev Batra Purpose This study aims to present a shorter, more managerially useful, but psychometrically sound, scale for representing brand coolness than proposed by Warren et al. (2019). Design/methodology/approach The authors derive a 20-item scale based...

...Khai Trieu Tran; Anh Tran Tram Truong; Van-Anh T. Truong; Tuan Trong Luu 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...

...Melanie Moore Koskie; Ryan E. Freling; William B. Locander; Traci H. Freling Purpose This study aims to explore and extend the consumer–brand relationship literature by integrating the relatively new construct of brand coolness with a growing body of work on gratitude. Specifically, gratitude...