Service brand coolness in the construction of brand loyalty: a self-presentation theory approach
Entity
UAM. Departamento de Financiación e Investigación ComercialPublisher
ElsevierDate
2022-01-09Citation
10.1016/j.jretconser.2021.102876
Journal of Retailing and Consumer Services 65 (2022): 102876
ISSN
0969-6989 (print); 1873-1384 (online)DOI
10.1016/j.jretconser.2021.102876Funded by
This research was funded by the Spanish Ministry of Science and Innovation, grant number PID2020-113561RB-I00Project
Gobierno de España. PID2020-113561RB-I00Editor's Version
https://doi.org/10.1016/j.jretconser.2021.102876Subjects
Brand coolness; Brand loyalty; Communal–brand connection; Self-presentation; Service brands; Economía; EmpresaRights
© 2022 The AuthorsAbstract
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
Files in this item
Google Scholar:Jiménez Barreto, Jano
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Correia Loureiro, Sandra Maria
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Rubio Benito, Natalia María
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Romero de la Fuente, Jaime
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