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Brand coolness, a trigger for brand associations, brand beliefs, and brand advocacy

Fizzah Khalid Butt & Lakhi Muhammad

European Journal of Management and Business Economics2025https://doi.org/10.1108/ejmbe-03-2024-0107article
AJG 2ABDC B
Weight
0.37

Abstract

Purpose The concept of brand coolness has recently gained researchers’ attention. Researchers and practitioners are keen to understand its consequences. Hence, this study aims to identify whether brand coolness can impact brand association, brand beliefs and brand advocacy. Drawing on the stimulus organism response (SOR) model, this study also explores how brand association and beliefs transmit brand coolness’s effect on brand advocacy. Design/methodology/approach The study used a quantitative approach, considering a usable sample of 402 tourists. Data were analyzed using SmartPLS version 4.0.8.5. Findings The results revealed that brand coolness positively impacts brand association, beliefs, and advocacy. Further, brand association and beliefs were significant mediators between brand coolness and brand advocacy. Originality/value This study contributes to the literature by investigating the new consequences of brand coolness in the context of tourist places. At the same time, it provides new antecedents of brand advocacy. Further, the study has explored the mediating effects of brand association and brand beliefs between brand coolness and brand advocacy, which were yet to be considered. Such findings are important to strengthen the brand coolness literature and have implications for researchers and practice.

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https://doi.org/https://doi.org/10.1108/ejmbe-03-2024-0107

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@article{fizzah2025,
  title        = {{Brand coolness, a trigger for brand associations, brand beliefs, and brand advocacy}},
  author       = {Fizzah Khalid Butt & Lakhi Muhammad},
  journal      = {European Journal of Management and Business Economics},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1108/ejmbe-03-2024-0107},
}

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Brand coolness, a trigger for brand associations, brand beliefs, and brand advocacy

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.