Conclusions and theoretical and managerial implications
| Conclusions | Theoretical and Managerial Implications |
|---|---|
| The consumer journey is influenced by many variables, with loyalty and love being two of the primary objectives of most brands. Our findings specifically demonstrate how consumers can arrive at these outcomes for two types of brands: niche and mass cool | Brands should specifically concentrate on being cool for the appropriate segment (mass or niche). Mass and niche cool brands will require different strategies that highlight their appeal to the broad luxury audience |
| Influence on brand loyalty can only be confirmed for niche cool brands when conspicuous consumption (CC) is perceived as low | Our work advances theoretical understanding of brand coolness, brand loyalty, brand love and CC |
| Niche cool brands are highly associated with low levels of CC and niche coolness may influence Attitude toward the brand (ATB) and brand love | ATB is an important mediator between the perception of coolness and the brand loyalty for both types of brands |
| CC, long considered a primary motivation for luxury consumers, has been shown to be much less important for consumers of niche cool luxury brands |
| Conclusions | Theoretical and Managerial Implications |
|---|---|
| The consumer journey is influenced by many variables, with loyalty and love being two of the primary objectives of most brands. Our findings specifically demonstrate how consumers can arrive at these outcomes for two types of brands: niche and mass cool | Brands should specifically concentrate on being cool for the appropriate segment (mass or niche). Mass and niche cool brands will require different strategies that highlight their appeal to the broad luxury audience |
| Influence on brand loyalty can only be confirmed for niche cool brands when conspicuous consumption (CC) is perceived as low | Our work advances theoretical understanding of brand coolness, brand loyalty, brand love and CC |
| Niche cool brands are highly associated with low levels of CC and niche coolness may influence Attitude toward the brand (ATB) and brand love | ATB is an important mediator between the perception of coolness and the brand loyalty for both types of brands |
| CC, long considered a primary motivation for luxury consumers, has been shown to be much less important for consumers of niche cool luxury brands |
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