English
Ciência-IUL
Publicações
Descrição Detalhada da Publicação
Service brand coolness in the construction of brand loyalty: A self-presentation theory approach
Título Revista
Journal of Retailing and Consumer Services
Ano (publicação definitiva)
2022
Língua
Inglês
País
Estados Unidos da América
Mais Informação
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Abstract/Resumo
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.
Agradecimentos/Acknowledgements
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Palavras-chave
Brand coolness,Brand loyalty,Communal–brand connection,Self-presentation,Service brands
Classificação Fields of Science and Technology
- Economia e Gestão - Ciências Sociais
Registos de financiamentos
| Referência de financiamento | Entidade Financiadora |
|---|---|
| PID2020-113561RB-I00 | Spanish Ministry of Science and Innovation |
| UIDB/00315/2020 | Fundação para a Ciência e a Tecnologia |
