...Souvik Roy; Dennis Joseph; Ankit Kesharwani; Kartikeya Bolar Purpose Grounded in the stimulus-organism-response (S-O-R) framework, this study investigates how five key metaverse attributes – vividness, innovation, immersion, interactivity and novelty – enhance brand coolness in the travel...

... through brand coolness and romance for meliorated bottom and top lines. Design/methodology/approach It employs a mixed-method approach through the combination of qualitative and quantitative research methods. For qualitative part, data are garnered through in-depth interviews (n = 23...

...Fortune Edem Amenuvor; Frank Akasreku; Kobby A. Mensah Purpose The purpose of this study, which draws on the stimulus organism response (S-O-R) theory, is to empirically examine the effect of brand coolness on communal brand connection and brand commitment, while assessing how the latter fosters...