Service brand coolness in the construction of brand loyalty: a self-presentation theory approach
EntityUAM. Departamento de Financiación e Investigación Comercial
10.1016/j.jretconser.2021.102876Journal of Retailing and Consumer Services 65 (2022): 102876
ISSN0969-6989 (print); 1873-1384 (online)
Funded byThis research was funded by the Spanish Ministry of Science and Innovation, grant number PID2020-113561RB-I00
ProjectGobierno de España. PID2020-113561RB-I00
SubjectsBrand coolness; Brand loyalty; Communal–brand connection; Self-presentation; Service brands; Economía; Empresa
Rights© 2022 The Authors
Esta obra está bajo una Licencia Creative Commons Atribución 4.0 Internacional.
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
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Google Scholar:Jiménez Barreto, Jano - Correia Loureiro, Sandra Maria - Rubio Benito, Natalia María - Romero de la Fuente, Jaime
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