Table 1. Overview of empirical studies... | Emerald Publishing

Table 1.

Overview of empirical studies on brand coolness

Aim	Method	Key findings	Source
To identify personality markers for coolness	4 studies (survey)	Coolness is composed of two distinct personality orientations	Dar-Nimrod et al. (2012)
To develop a scale	Mixed approach (interviews, focus group, survey, experiments)	Most brands become cool to a small niche and over time, some are adopted by the masses	Warren et al. (2019)
To analyze perceived values and passionate desire	1 study (survey)	Brand coolness mediating role between luxury values and passionate desire	Loureiro et al. (2020)
To investigate the coolness of technology products	Mixed approach (interview + survey)	Coolness affects brand love	Tiwari et al. (2021)
To identify the characteristics most associated with the museum coolness index	1 study (online panel)	Aesthetic, authentic, energetic, high status and useful are the most relevant characteristics.	Loureiro and Blanco (2021)
To explore how niche/mass service brands can recover their experiential value	Mixed approach (2 qualitative + 1 quantitative)	Communal brand connection is a mediator.	Jiménez-Barreto et al. (2022)
To investigate the concept, measurement and empirical usefulness of brand coolness	1 study (online panel)	Mediation effects of brand coolness	Bagozzi and Khoshnevis (2022)
To explore the moderator role of popular and iconic coolness (using memes)	1 study (online panel)	Hedonic brands are perceived as being high-status in the presence of moderators	Aleem et al. (2022)
To analyze how AI-enabled voice assistant experience affects IVA coolness and customer-brand relationships	1 study (online panel)	IVA coolness affects A-A relationships positively	Guerreiro and Loureiro (2023)
To analyze drives of consumer data-donation to data-driven social partnerships	Mixed approach (3 focus groups + 2 two surveys)	Hedonic categories can benefit even more from consumers’ perceptions of brand coolness than utilitarian categories	Loureiro et al. (2023)
How brand coolness affect consumers’ formations of emotional brand attachments and their willingness to pay more	Survey	Subcultural coolness has a positive relationship with the willingness to pay more	Koskie and Locander (2023)
To explore brand coolness, mass versus niche cool brands, in the context of luxury fashion	Mixed approach (online and field experimental surveys + conjoint analysis)	Attitude mediates between brand coolness and loyalty. Conspicuous consumption act as moderator between mass/niche and brand love and between mass/niche and attitude	Current study

Aim	Method	Key findings	Source
To identify personality markers for coolness	4 studies (survey)	Coolness is composed of two distinct personality orientations	Dar-Nimrod et al. (2012)
To develop a scale	Mixed approach (interviews, focus group, survey, experiments)	Most brands become cool to a small niche and over time, some are adopted by the masses	Warren et al. (2019)
To analyze perceived values and passionate desire	1 study (survey)	Brand coolness mediating role between luxury values and passionate desire	Loureiro et al. (2020)
To investigate the coolness of technology products	Mixed approach (interview + survey)	Coolness affects brand love	Tiwari et al. (2021)
To identify the characteristics most associated with the museum coolness index	1 study (online panel)	Aesthetic, authentic, energetic, high status and useful are the most relevant characteristics.	Loureiro and Blanco (2021)
To explore how niche/mass service brands can recover their experiential value	Mixed approach (2 qualitative + 1 quantitative)	Communal brand connection is a mediator.	Jiménez-Barreto et al. (2022)
To investigate the concept, measurement and empirical usefulness of brand coolness	1 study (online panel)	Mediation effects of brand coolness	Bagozzi and Khoshnevis (2022)
To explore the moderator role of popular and iconic coolness (using memes)	1 study (online panel)	Hedonic brands are perceived as being high-status in the presence of moderators	Aleem et al. (2022)
To analyze how AI-enabled voice assistant experience affects IVA coolness and customer-brand relationships	1 study (online panel)	IVA coolness affects A-A relationships positively	Guerreiro and Loureiro (2023)
To analyze drives of consumer data-donation to data-driven social partnerships	Mixed approach (3 focus groups + 2 two surveys)	Hedonic categories can benefit even more from consumers’ perceptions of brand coolness than utilitarian categories	Loureiro et al. (2023)
How brand coolness affect consumers’ formations of emotional brand attachments and their willingness to pay more	Survey	Subcultural coolness has a positive relationship with the willingness to pay more	Koskie and Locander (2023)
To explore brand coolness, mass versus niche cool brands, in the context of luxury fashion	Mixed approach (online and field experimental surveys + conjoint analysis)	Attitude mediates between brand coolness and loyalty. Conspicuous consumption act as moderator between mass/niche and brand love and between mass/niche and attitude	Current study