How and when brand coolness transforms product quality judgments into positive word of mouth and intentions to buy/use

Bagozzi, Richard P.; Khoshnevis, Mozhde

doi:10.1080/10696679.2022.2081925

Cited by 16 publications

(38 citation statements)

References 55 publications

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“…Early academic research sought to capture the essence of cool through conceptual and qualitative explorations of coolness (Belk et al , 2010; Bird and Tapp, 2008; Nancarrow et al , 2002; Southgate, 2003). Over the past decade, research has shifted to focus more empirically on defining coolness and discovering cool characteristics and outcomes (Bagozzi and Khoshnevis, 2022; Warren et al , 2018, 2019; Warren and Campbell, 2014). In 2014, Warren and Campbell define cool as a “subjective and dynamic, socially constructed positive trait attributed to cultural objects inferred to be appropriately autonomous” (p. 544).…”

Section: Introductionmentioning

confidence: 99%

Cool brands and hot attachments: their effect on consumers’ willingness to pay more

Koskie

Locander

2023

EJM

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Purpose This paper aims to explore how motivations to stand out and fit in through consumption affect consumers’ perceptions of subcultural and popular brand coolness. Importantly, how do perceptions of brand coolness affect consumers’ formations of hot, emotional brand attachments and their willingness to pay more? Design/methodology/approach This study incorporates survey data from consumers regarding cool brands. A structural equation modeling approach is used to assess the relationship between the variables of interest. Findings Susceptibility to influence is positively related to desire for unique consumption. While this desire may be fulfilled by both subcultural and popular perceptions of brand coolness, only subcultural coolness has a positive relationship with the willingness to pay more. The importance of an emotional brand attachment is established between both dimensions of brand coolness and price premiums. Research limitations/implications This study is based on cross-sectional survey data. As brand coolness is often transitory, longitudinal research on trends focusing on different elements of brand coolness may shed light on the cool brand lifecycle. Practical implications Firms wanting to position brands as cool should emphasize how the brand can help consumers stand out. If a cool brand is already well-known, resources should be allocated to building hot, emotional attachments to command price premiums. Originality/value This research contributes to a nascent body of literature empirically exploring brand coolness. It builds on past literature that notes the tension between standing out and fitting in conceptualizations of coolness by assessing individual differences. Significantly, it examines specific attributes of cool brands to explore the differences in how subcultural and popular perceptions of brand coolness relate to important marketing outcomes.

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Section: Introductionmentioning

confidence: 99%

Cool brands and hot attachments: their effect on consumers’ willingness to pay more

Koskie

Locander

2023

EJM

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“…Brand coolness is often motivated by needs for positive autonomy, originality, a need for authenticity, to be rebellious, and valuing iconicity. Bagozzi and Khoshnevis (2022) found, perhaps counterintuitively, that materialism negatively interacted with brand coolness to influence word of mouth and purchase intentions. Likewise, Bagozzi, Yap, Herjanto, and Franklin (working paper) found that materialism negatively moderated the effect of shopping in second‐hand clothing stores on anticipated positive emotions in the model of goal‐directed behavior.…”

Section: Discussionmentioning

confidence: 99%

“…coolness is often motivated by needs for positive autonomy, originality, a need for authenticity, to be rebellious, and valuing iconicity Bagozzi and Khoshnevis (2022). found, perhaps counterintuitively, that materialism negatively interacted with brand coolness to influence word of mouth and purchase intentions.…”

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confidence: 99%

Consumers' identity signaling towards social groups: The effects of dissociative desire on brand prominence preferences

Raimondo

Cardamone

Miceli

et al. 2022

Psychology and Marketing

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The present research addresses an area of brand behavior that is under studied to date but has important implications for national and international brands. Brand prominence, that is, the extent to which a product reveals important visible brand identifiers, plays a fundamental role in determining consumer signaling behavior towards social groups and requires accurate brand management decisions. Integrating the literatures on brand prominence and social groups, this study proposes that the presence (vs. absence) of dissociative desire towards an out-group increases the preference for products featuring more prominent signs of a brand relevant for an in-group. Brand selfverification explains the relationship between dissociative desire and brand prominence preferences. Moreover, this effect disappears when the brand is used by the minority (vs. majority) of other in-group members and the identification with the in-group is lower. Results of two experiments and one survey support our conceptual framework and suggest that managers should use more prominent brand signs to attract consumers desiring to dissociate from relevant out-groups. Our research thus provides implications for defining branding strategies according to consumers' identity signaling goals towards social groups, which are becoming more important as brands assume global roles in tension with consumer identities and marketing strategy.

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“…Although demographic profiles were suggested to discriminate among subgroups for some coolness dimensions (e.g. women value more (over men), esthetic appealingness, authenticity and popularity), empirical tests confirmed the generalizability and measurement invariance across major sociodemographic characteristics: gender, age, education, income level and marital status (Bagozzi and Khoshnevis, 2022; Kock, 2021).…”

Section: Literature Reviewmentioning

confidence: 92%

“…The coolness concept traces back to the 1920's and the "Beat Generation" (Bagozzi and Khoshnevis, 2022), when it was first coined by the legendary jazz saxophonist Lester Young. The word disseminated through society during times of segregation and the Vietnam War, being associated with many landmarks of African American culture such as Hip-Hop, Blues, Jazz or Basketball for decades (Loureiro and Lopes, 2013).…”

Section: Brand Coolness Perception As Organismmentioning

confidence: 99%

How to earn a premium price: the effect of green marketing and brand coolness

Guerreiro

Loureiro

Nascimento

et al. 2023

JCOM

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PurposeThe current paper aims to explore how brand coolness can mediate the relationship between tactical green marketing orientation (GMO) and willingness to pay (WTP), by exploring the differences between two global brands with opposite green marketing perceptions.Design/methodology/approachBased on the stimuli-organism-response (S-O-R) framework, the relation between tactical GMO, brand coolness and consumer's WTP is examined through a survey with 272 participants, who gave their perceptions about two different brands regarding their green orientations: British Petroleum (BP) and L'Oréal. The variable set was adapted and validated through focus group sessions.FindingsBrand coolness is found to mediate the impact GMO on WTP and, for both brands, green marketing does affect the extent to which brands are perceived as cool by consumers. More importantly, evidence shows that only in the case of the “green brand” (e.g. L'Oréal), the impact on WTP is significant, which offers new implications regarding the outcomes of companies' pro-environmental policies.Originality/valueThis study is the first to investigate the outcomes of GMO over consumer's intentions (WTP) and the role of brand perceptions (coolness). The effects are compared between two global brands, with significantly different perceptions on their environmental sustainability.

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How and when brand coolness transforms product quality judgments into positive word of mouth and intentions to buy/use

Cited by 16 publications

References 55 publications

Cool brands and hot attachments: their effect on consumers’ willingness to pay more

Cool brands and hot attachments: their effect on consumers’ willingness to pay more

Consumers' identity signaling towards social groups: The effects of dissociative desire on brand prominence preferences

How to earn a premium price: the effect of green marketing and brand coolness

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