“Wow! It’s Cool”: How Brand Coolness Affects the Customer Psychological Well-Being Through Brand Love and Brand Engagement

In this era of razor-edge competition, marketers strive to outperform their rivals by improving their brands. Increasing brand coolness may be the best way to do it. This study used a stimulus organism response (SOR) model by integration with brand attribution theory to conduct a cross sectional stu...

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Detalles Bibliográficos
Autores principales: Attiq, Saman, Abdul Hamid, Abu Bakar, Khokhar, Munnawar Naz, Shah, Hassan Jalil, Shahzad, Amna
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9274259/
https://www.ncbi.nlm.nih.gov/pubmed/35837645
http://dx.doi.org/10.3389/fpsyg.2022.923870

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9274259/
https://www.ncbi.nlm.nih.gov/pubmed/35837645
http://dx.doi.org/10.3389/fpsyg.2022.923870

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