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Jiménez-Barreto, J., Loureiro, S. M. C., Rubio, N. & Romero, J. (2022). Service brand coolness in the construction of brand loyalty: A self-presentation theory approach. Journal of Retailing and Consumer Services . 65

J. J. et al.,  "Service brand coolness in the construction of brand loyalty: A self-presentation theory approach", in Journal of Retailing and Consumer Services , vol. 65, 2022

@article{j.2022_1765610909784,
	author = "Jiménez-Barreto, J. and Loureiro, S. M. C. and Rubio, N. and Romero, J.",
	title = "Service brand coolness in the construction of brand loyalty: A self-presentation theory approach",
	journal = "Journal of Retailing and Consumer Services ",
	year = "2022",
	volume = "65",
	number = "",
	doi = "10.1016/j.jretconser.2021.102876",
	url = "https://www.sciencedirect.com/journal/journal-of-retailing-and-consumer-services"
}

TY  - JOUR
TI  - Service brand coolness in the construction of brand loyalty: A self-presentation theory approach
T2  - Journal of Retailing and Consumer Services 
VL  - 65
AU  - Jiménez-Barreto, J.
AU  - Loureiro, S. M. C.
AU  - Rubio, N.
AU  - Romero, J.
PY  - 2022
SN  - 0969-6989
DO  - 10.1016/j.jretconser.2021.102876
UR  - https://www.sciencedirect.com/journal/journal-of-retailing-and-consumer-services
AB  - As service brands need to find new methods to overcome consumers' distrust of physical spaces in the post-COVID-19 era, we explore how niche and mass service brands can recover their experiential value through perceptions of coolness. In three studies, we evaluate service brand coolness and its consequences for communal–brand connection and loyalty. In Studies 1 and 2, we examine consumers’ thoughts on coolness and communal connection when describing their encounters with service brands. In Study 3, we test the relations among service brand coolness, communal–brand connection, and loyalty. Our findings show that for both niche and mass firms, service brand coolness similarly enhances communal–brand connection and loyalty.
ER  -