Technology product coolness and its implication for brand love

Tiwari, Anjali; Chakraborty, Anirban; Maity, Moutusy

doi:10.1016/j.jretconser.2020.102258

Cited by 40 publications

(58 citation statements)

References 69 publications

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“…Previous studies have suggested that coolness bring many positive outcomes for brands (Kock, 2021; Loureiro and Blanco, 2021) in different contexts, including luxury consumption setting (Apaolaza et al , 2020; Loureiro et al , 2020), such as consumers’ satisfaction and love (Tiwari et al , 2021; Warren et al , 2019). Therefore, the findings that LBC positively affects brand satisfaction and brand love are consistent with previous studies.…”

Section: Discussionmentioning

confidence: 99%

“…2. Literature review and hypothesis development 2.1 Luxury hotel brand coolness Coolness has shown its important marketing implications in different settings, including technological products (Tiwari et al, 2021), fashion (Loureiro et al, 2020), consumption process (Im et al, 2015), personality (Dar-Nimrod et al, 2018) and brand (Loureiro and Blanco, 2021). Recently, HTS have witnessed increased attention to coolness as a precedent for a wide range of desirable outcomes (Bogicevic et al, 2021;Cha, 2020;Kock, 2021).…”

Section: Introductionmentioning

confidence: 99%

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Is coolness important to luxury hotel brand management? The linking and moderating mechanisms between coolness and customer brand engagement

Khôi

2022

IJCHM

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Purpose This study aims to contribute by forming the concept of luxury hotel brand (four- and five-star hotel) coolness and revealing its promoting role to customer brand engagement with brand satisfaction and brand love as connecting components and materialism as a contingent factor. Design/methodology/approach A conditional model linking luxury hotel brand coolness and customer brand engagement is proposed and tested using the partial least squares structural equation modeling (PLS-SEM) technique on a data set of 284 customers. Findings Luxury hotel brand coolness reflecting various brand qualities fosters satisfaction and love, which facilitate CBE. Materialism positively moderates the impact of luxury hotel brand coolness on brand satisfaction and love. Research limitations/implications Future studies should further generalize the findings by extending the current research on different hospitality services and luxury consumption. Also, more personality traits and personal values should be investigated as moderators. Practical implications Luxury hotel brand management should place brand coolness at the center of luxury hotel brand strategies. Originality/value This study fills in the gap of unraveling the central role of luxury hotel brand coolness in fostering customer brand engagement with brand satisfaction and love as catalysts and materialism as a contingent condition.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Is coolness important to luxury hotel brand management? The linking and moderating mechanisms between coolness and customer brand engagement

Khôi

2022

IJCHM

View full text Add to dashboard Cite

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“…Brand love reflects positive feelings for an object, although recent research has found some variables that predict brand love such as brand trust, brand image, and brand satisfaction (Joshi and Garg, 2021). Brand love has been found to have an impact on brand engagement by other researches such as (Rodrigues and Brandão, 2021;Tran et al, 2021) and the connection of consumer brand (Tran et al, 2021), perceived coolness (Tiwari et al, 2021). However, researchers have found several outcomes of brand love such as word of mouth (Amaro et al, 2020;Rodrigues and Brandão, 2021), brand defense (Ali et al, 2021), brand hate (Kashif et al, 2021), brand engagement (Junaid et al, 2019;Joshi and Garg, 2021), and revisit intention (Amaro et al, 2020).…”

Section: Brand Love With Customer Delight Psychological Well-being An...mentioning

confidence: 99%

“…Young consumers are heavily dependent on smart gadgets. However, smart gadgets are considered to be difficult to differentiate because of the use of similar technology and higher level of resemblance between competing products ( Ebrahim et al, 2016 ; Tiwari et al, 2021 ). However, the construct of product coolness is still at the stage of infancy and needs further exploration.…”

Section: Introductionmentioning

confidence: 99%

“…Previously, the major research stream regarding brand coolness has concentrated on cognitive variables like satisfaction ( Liu and Mattila, 2019 ) and purchase intention ( Liu et al, 2021 ). However, there was less focus on non-cognitive variables such as emotions, brand love ( Tiwari et al, 2021 ), emotional arousal ( Apaolaza et al, 2021 ), and passionate desire ( Loureiro et al, 2020 ) despite the fact that emotions have greater influence over engagement behavior ( Tiwari et al, 2021 ). Second, research on brand characteristics has outlined its impacts on various constructs such as brand love ( Tiwari et al, 2021 ).…”

Section: Introductionmentioning

confidence: 99%

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“Wow! It’s Cool”: How Brand Coolness Affects the Customer Psychological Well-Being Through Brand Love and Brand Engagement

Attiq

Hamid²,

Khokhar³

et al. 2022

Front. Psychol.

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In this era of razor-edge competition, marketers strive to outperform their rivals by improving their brands. Increasing brand coolness may be the best way to do it. This study used a stimulus organism response (SOR) model by integration with brand attribution theory to conduct a cross sectional study using purposive sampling technique and surveying young consumers of smart gadgets in Pakistan. A total of 1,178 responses were received and analyzed by structural equation modeling. The results found a positive impact of brand coolness (stimulus) on brand love and brand engagement (both modeled as organism). Brand experience moderated these links. Brand love and brand engagement also mediated the relationship between brand coolness and consumer well-being and delight (both modeled as response). The findings suggest a very important contribution to theory and practice by testing unexploited outcomes of brand coolness. Especially, this study contributes to the consumer well-being literature, again an unexploited aspect of marketing literature. Despite the uniqueness of the findings, the cross sectional design of this study remains a major limitation. Future research may supplement the findings with the help of longitudinal studies. Marketers and practitioners may benefit from this study by improving the coolness of their brands so they may not only increase consumer engagement with the brand but they will also make consumers happy with their brands.

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First come, first served versus the draw: Perceived fairness in the new product purchase competition

Park,

Kwon

2024

Psychology and Marketing

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Although new products are not inherently scarce, consumers often display competitive behavior, eagerly queuing up to be among the first to obtain them. To manage the distribution of such sought‐after items, retailers determine which consumers get the opportunity to make a purchase. The question of which selection method ensures fair treatment of individual customers and enhances purchase experiences for a new product remains unresolved. Results of three experiments revealed that those in an ordered selection discipline were likely to be more time‐sensitive and perceive it as fairer than those in the random selection discipline when purchasing a new product. The difference in perceived fairness between the ordered selection discipline and the random selection discipline was more substantial, when the new product was highly scarce, due to increased selection uncertainty. However, the reverse effect was found when consumers were not selected to purchase a new product. The ordered selection discipline was perceived as less fair than the random selection discipline. The findings provide valuable insights into how selection disciplines shape consumers' perceptions of fairness during the purchase of a new product.

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Technology product coolness and its implication for brand love

Cited by 40 publications

References 69 publications

Is coolness important to luxury hotel brand management? The linking and moderating mechanisms between coolness and customer brand engagement

Is coolness important to luxury hotel brand management? The linking and moderating mechanisms between coolness and customer brand engagement

“Wow! It’s Cool”: How Brand Coolness Affects the Customer Psychological Well-Being Through Brand Love and Brand Engagement

First come, first served versus the draw: Perceived fairness in the new product purchase competition

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