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Publication Detailed Description
Service brand coolness in the construction of brand loyalty: A self-presentation theory approach
Journal Title
Journal of Retailing and Consumer Services
Year (definitive publication)
2022
Language
English
Country
United States of America
More Information
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Abstract
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.
Acknowledgements
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Keywords
Brand coolness,Brand loyalty,Communal–brand connection,Self-presentation,Service brands
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| PID2020-113561RB-I00 | Spanish Ministry of Science and Innovation |
| UIDB/00315/2020 | Fundação para a Ciência e a Tecnologia |
