Examining the effect of brand coolness on communal brand connection and brand commitment: a mediation and moderation perspective
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 18 August 2023
Issue publication date: 11 October 2023
Abstract
Purpose
The purpose of this study, which draws on the stimulus organism response (S-O-R) theory, is to empirically examine the effect of brand coolness on communal brand connection and brand commitment, while assessing how the latter fosters brand trust and loyalty among smartphone users.
Design/methodology/approach
Data are collected from 410 smartphone users in Ghana and analyzed with Smart-PLS utilizing the structural equations modeling technique.
Findings
The study's findings show that consumers' perceptions of brand coolness have a positive influence on their communal brand connection and brand commitment. The study also discovers that brand commitment influences brand loyalty, whereas communal brand connection influences brand commitment, loyalty and trust, respectively. Similarly, brand commitment and communal brand connection are identified as important mediating variables in the relationship between brand coolness and both brand loyalty and brand trust.
Practical implications
The study underlines the significance of developing cool brand images and communicating same effectively to current and prospective customers, along with other stakeholders.
Originality/value
The study highlights the fact that properly creating cool brands can lead to increased communal brand connection, brand commitment, and, consequently, brand trust and loyalty.
Keywords
Citation
Amenuvor, F.E., Akasreku, F. and Mensah, K.A. (2023), "Examining the effect of brand coolness on communal brand connection and brand commitment: a mediation and moderation perspective", Marketing Intelligence & Planning, Vol. 41 No. 7, pp. 903-922. https://doi.org/10.1108/MIP-03-2023-0082
Publisher
:Emerald Publishing Limited
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