This cool brand is so lovable: How brand coolness generates brand love?

Abstract

Brand love is an evolving topic of research in consumer brand relationship literature. It predicts consumers’ willingness to pay, word of mouth and the most importantly brand loyalty. This love for brands can be generated through various factors like brand quality, self-brand integration and through unconventional factor like anthropomorphism. However, the current study presented the exploration of emergence of brand love through the brand coolness and mediating role of brand attitude. Through, selfadministered online survey of 411 participants; the study results revealed that the brand coolness can be termed as a potential antecedent of brand love in the context of Smartphones. Additionally, the present study has also found a significant indirect effect of brand coolness on brand love through brand attitude. Study has crucial theoretical and managerial implications.