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Technology product coolness and its implication for brand love

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  • Tiwari, Amit Anand
  • Chakraborty, Anirban
  • Maity, Moutusy

Abstract

Increased similarity of features of technology products has led to a waning of unique differentiating factors. In an absence of any tangible unique selling proposition, coolness has emerged as one of the compelling differentiators. This study investigates the coolness of technology products through in-depth interviews and an application of the critical incident technique (CIT). Thereafter, the findings of the qualitative study are empirically validated by collecting data through survey methodology and analyzing it by using structural equation modeling technique. Six dimensions of perceived coolness, viz., rebelliousness, desirability, innovativeness of technology, reliability, attractiveness, and usability are identified and empirically validated. The impact of coolness on brand love (which is a brand-related outcome of coolness), an under-researched construct, is studied and the relationship is found to be positive.

Suggested Citation

  • Tiwari, Amit Anand & Chakraborty, Anirban & Maity, Moutusy, 2021. "Technology product coolness and its implication for brand love," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    • Handle: RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920312662
    DOI: 10.1016/j.jretconser.2020.102258
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    Cited by:

    1. Park, Jihye & Li, Wenhan, 2023. "“I got it FIRST†: Antecedents of competitive consumption of a new product," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Guerreiro, João & Loureiro, Sandra Maria Correia, 2023. "I am attracted to my Cool Smart Assistant! Analyzing Attachment-Aversion in AI-Human Relationships," Journal of Business Research, Elsevier, vol. 161(C).
    3. Rodrigues, Mariana Berga & Loureiro, Sandra Maria Correia & Romero, Maria Inês Relvas, 2024. "Luxury fashion games are so cool! Predicting awareness, perceived quality, and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    4. Fan Zhang & Huan Li & Zewei Xue & Jiaxun He, 2024. "How brand coolness influences customers’ willingness to co-create? The mediating effect of customer inspiration and the moderating effect of customer interaction," Journal of Brand Management, Palgrave Macmillan, vol. 31(6), pages 632-648, November.
    5. Lv, Zhe & Zhao, Wenjia & Liu, Yu & Wu, Jie & Hou, Mutian, 2024. "Impact of perceived value, positive emotion, product coolness and Mianzi on new energy vehicle purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    6. Jiménez-Barreto, Jano & Correia Loureiro, Sandra Maria & Rubio, Natalia & Romero, Jaime, 2022. "Service brand coolness in the construction of brand loyalty: A self-presentation theory approach," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    7. Ulun Akturan & Deniz Kuter, 2024. "City brand coolness in the eye of the beholder: an extended conceptualization of city brand coolness and its dimensions," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(3), pages 293-305, September.

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