Title: Insights into consumers: exploring the impact of brand coolness on consumers' brand engagement with intervening role of brand love

Authors: Kamelia Shahid; Qing Yang; Abdul Waheed; Farrah Arif

Addresses: School of Economics and Management, University of Science and Technology Beijing, 30 Xueyuan Road, Haidian District, Beijing, 100083, China ' School of Economics and Management, University of Science and Technology Beijing, 30 Xueyuan Road, Haidian District, Beijing, 100083, China ' Dr Hasan Murad School of Management (HSM), University of Management and Technology, C-II Johar Town, Lahore, Pakistan ' Dr Hasan Murad School of Management (HSM), University of Management and Technology, C-II Johar Town, Lahore, Pakistan

Abstract: The goal of this study is to explore the relationships between brand coolness (BrC) and consumers' brand engagement (CBE) employing consumers' brand love (CBL) as a mediation within the realm of the hospitality industry of China. A systematised questionnaire was formed and stretched amongst 530 respondents to accomplish the responses. A total of 493 questionnaires were ultimately deemed and gauged using confirmatory factor analysis along with a structural model (SEM). The findings proved that BrC components such as attractiveness, rebelliousness, usability, desirability, reliability, and innovativeness of technology have a connection with CBE of the consumers. Brand love ensured the tie between BrC and CBE in the present instant. This study equips the ample indications and recommendations for service-oriented sectors, specifically the hospital industry. This study ought to contribute a substantial role in positioning the hospitality image as a brand to build up deeper interactions with consumers. This paper struggles to stimulate the perception of BrC, CBE, and brand love pointing out multifarious fascinating implications for hospitality management. Besides, work prospects are reported along with the lines of the current study drawbacks.

Keywords: brand coolness; BrC; brand engagement; brand love; hospitality industry; structural equation modelling.

DOI: 10.1504/IJISCM.2022.129259

International Journal of Information Systems and Change Management, 2022 Vol.13 No.2, pp.131 - 147

Received: 07 Sep 2022
Accepted: 15 Nov 2022
Published online: 01 Mar 2023 *

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