Service brand coolness in the construction of brand loyalty: A self-presentation theory approach

Jiménez-Barreto, Jano, Sandra Maria Correia Loureiro, Natalia Rubio and Jaime Romero

Journal of Retailing and Consumer Services, 2022, vol. 65, issue C

Abstract: 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.

Keywords: Brand coolness; Service brands; Communal–brand connection; Brand loyalty; Self-presentation (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921004422

DOI: 10.1016/j.jretconser.2021.102876

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