Research on innocence and coolness in the marketing literature
| Dimension | Studies | Context | Attributes | Antecedent(s) | Consequences |
|---|---|---|---|---|---|
| Innocence | Chan et al. (2018) | Chinese market | / | / | Brand warmth |
| Li et al. (2019) | Tourism (Hotel) | / | Nostalgia (Personal/Historical nostalgia) | Brand-self connections | |
| Coolness | Duggal and Verma (2019) | Indian market | Being oneself/Rounded/ Social and sense of humor/ Calm/Groomed/ Unpretentious/ Sensitive and caring | / | / |
| Loureiro et al. (2020) | Luxury fashion brands | Useful/High status/ Popular/Subcultural | Luxury values (Individual/Social/ Functional/Financial value) | Passionate desire | |
| Zhang et al. (2021) | Restaurant industry | / | Brand personality (Responsible/Active) | Brand experience Customer WOM (EWOM, Interpersonal WOM) | |
| Tiwari et al. (2021) | Technology products | Rebelliousness/Desirability/ Innovativeness of technology/Reliability/ Attractiveness/Usability | / | Brand love (Continued) | |
| Coolness | Bogicevic et al. (2021) | Tourism (Hotel) | / | Advanced technology (VR) | Self-brand connection |
| Kock (2021) | Tourism (Destination) | Authentic/Rebellious/ Original/Vibrant/Symbolic | / | Intention Actual visit behavior Destination’s social return City-self connection | |
| Jiménez-Barreto et al. (2022) | Service brands | Aesthetic/Authentic/ Exciting/Extraordinary/ High status/Iconic/ Original/Popular/ Rebellious/Subcultural | / | Communal-brand connection and loyalty | |
| Suzuki and Kanno (2022) | Masstige marketing | Trendy/Hip/Appealing/ Fascination/Attractive | / | Perceived fit between luxury and mass brands Attitude toward the co-brand Purchase probability | |
| Koskie and Locander (2023) | US individuals | Subcultural/Popular | Desire for unique consumer products | Brand attachments Willingness to pay more |
| Studies | Context | Attributes | Antecedent(s) | Consequences | |
|---|---|---|---|---|---|
| Chinese market | / | / | Brand warmth | ||
| Tourism | / | Nostalgia | Brand-self connections | ||
| Indian market | Being oneself/Rounded/ | / | / | ||
| Luxury fashion brands | Useful/High status/ | Luxury values | Passionate desire | ||
| Restaurant industry | / | Brand personality | Brand experience | ||
| Technology products | Rebelliousness/Desirability/ | / | Brand love | ||
| Tourism (Hotel) | / | Advanced technology (VR) | Self-brand connection | ||
| Tourism | Authentic/Rebellious/ | / | Intention | ||
| Service brands | Aesthetic/Authentic/ | / | Communal-brand connection and loyalty | ||
| Masstige marketing | Trendy/Hip/Appealing/ | / | Perceived fit between luxury and mass brands | ||
| US individuals | Subcultural/Popular | Desire for unique | Brand attachments |
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.