Attiq Saman, Abdul Hamid Abu Bakar, Khokhar Munnawar Naz, Shah Hassan Jalil, Shahzad Amna
Air University School of Management, Air University, Islamabad, Pakistan.
PUTRA Business School, Universiti Putra Malaysia, UPM Serdang, Seri Kembangan, Malaysia.
Front Psychol. 2022 Jun 28;13:923870. doi: 10.3389/fpsyg.2022.923870. eCollection 2022.
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 study using purposive sampling technique and surveying young consumers of smart gadgets in Pakistan. A total of 1,178 responses were received and analyzed by structural equation modeling. The results found a positive impact of brand coolness (stimulus) on brand love and brand engagement (both modeled as organism). Brand experience moderated these links. Brand love and brand engagement also mediated the relationship between brand coolness and consumer well-being and delight (both modeled as response). The findings suggest a very important contribution to theory and practice by testing unexploited outcomes of brand coolness. Especially, this study contributes to the consumer well-being literature, again an unexploited aspect of marketing literature. Despite the uniqueness of the findings, the cross sectional design of this study remains a major limitation. Future research may supplement the findings with the help of longitudinal studies. Marketers and practitioners may benefit from this study by improving the coolness of their brands so they may not only increase consumer engagement with the brand but they will also make consumers happy with their brands.
在这个竞争激烈的时代，营销人员努力通过提升品牌来超越竞争对手。提升品牌酷感可能是实现这一目标的最佳途径。本研究采用刺激-机体-反应（SOR）模型，并结合品牌归因理论，运用目的抽样技术进行了一项横断面研究，调查了巴基斯坦智能设备的年轻消费者。共收到1178份回复，并通过结构方程模型进行了分析。结果发现品牌酷感（刺激）对品牌热爱和品牌参与度（均被建模为机体）有积极影响。品牌体验调节了这些联系。品牌热爱和品牌参与度还在品牌酷感与消费者幸福感和愉悦感（均被建模为反应）之间起中介作用。研究结果表明，通过检验品牌酷感未被开发的结果，对理论和实践有非常重要的贡献。特别是，本研究对消费者幸福感文献做出了贡献，这也是营销文献中一个未被开发的方面。尽管研究结果具有独特性，但本研究的横断面设计仍然是一个主要局限性。未来的研究可以借助纵向研究来补充这些发现。营销人员和从业者可能会从本研究中受益，通过提升其品牌的酷感，这样他们不仅可以增加消费者与品牌的互动，还能让消费者对他们的品牌感到满意。
