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

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 stu...

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Autors principals:	Saman Attiq, Abu Bakar Abdul Hamid, Munnawar Naz Khokhar, Hassan Jalil Shah, Amna Shahzad
Format:	Artigo
Idioma:	Inglês
Publicat:	Frontiers Media S.A. 2022-06-01
Col·lecció:	Frontiers in Psychology
Matèries:	brand coolness brand love brand engagement consumer well-being customer delight
Accés en línia:	https://www.frontiersin.org/articles/10.3389/fpsyg.2022.923870/full
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