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“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...
| Autores principales: | , , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2022
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| Materias: | |
| 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 |