| Title of Article |
The antecedents and consequence of brand coolness: A case of millennial consumers toward fashion clothing brands |
| Date of Acceptance |
12 February 2023 |
| Journal |
| Title of Journal |
Uncertain Supply Chain Management |
| Standard |
SCOPUS |
| Institute of Journal |
Growing science |
| ISBN/ISSN |
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| Volume |
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| Issue |
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| Month |
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| Year of Publication |
2023 |
| Page |
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| Abstract |
This research aimed to study the antecedents and consequences of brand coolness for fashion
clothing brands in the millennial consumer context. The data was collected through an online
questionnaire on 380 consumers who used to buy brand-name fashion clothing. Convenient
sampling was used to choose the sample group, and the data were analyzed using the structural
equation model. The results showed that the antecedents of brand coolness consisted of brand
experience and brand identification, both of which positively influence brand coolness. Brand
coolness is also a good drive that creates brand equity. The research results were able to explain
the relationship with brand coolness at 94 percent and brand equity at 81 percent. This research is
empirical support that helps expand the perspective on brand coolness and presents a dimension to
measure brand coolness in a more transparent and complete method. The research result also
complements the marketing knowledge that can guide academics and practitioners in creating
substantial brand equity in the customers' hearts. |
| Keyword |
Brand Coolness, Brand Experience, Brand Identification, Brand Equity, Millennial Consumers |
| Author |
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| Reviewing Status |
มีผู้ประเมินอิสระ |
| Status |
ได้รับการตอบรับให้ตีพิมพ์ |
| Level of Publication |
นานาชาติ |
| citation |
false |
| Part of thesis |
true |
| ใช้สำหรับสำเร็จการศึกษา |
ไม่เป็น |
| Attach file |
|
| Citation |
2
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Publication
Journal Publication
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