Relationship between Perceived Coolness and Brand Equity: A Mediating Role of Brand Love and Moderating Role of Self-Image Congruence

Abstract

This study intent to provide theoretical and pragmatic contributions by identifying predictors of brand equity (BE) in technological products. It explores the impacts of perceived coolness (PC) on brand equity via positive emotions, namely brand love (BL). It also explores the moderating role of self-image congruence between perceived coolness and brand love. At the consumer level, a theoretical framework presenting the interactions between perceived coolness, brand love, brand equity and self-image congruence (SIC) is developed. Management research improves organizational performance. Academics are studying branding extensively. Managers must build brand equity as it plays a crucial part in the success of businesses, but the present contributors of BE in technological items are a matter of concern. Supported by the stimulus-organism-response paradigm, the present study contributes to the body of knowledge on perceived coolness by expanding its link with brand love and brand equity outcomes. A cross-sectional survey yielded 485 responses from smart watch users in Islamabad and Rawalpindi, which were then analysed with structural equation modelling (SEM) through smart PLS 4. Perceived coolness influences brand love, which leads to brand equity among smartwatch users. Brand love acts as a bridge between perceived coolness and brand equity. Through brand love, self-image congruence moderates the link between perceived coolness and brand equity. The literature on perceived coolness is relatively young and still has to nurture. Therefore, the future research must test other possible mediators and moderators in this framework.