Exploring the Influence of Brand Coolness on Brand Love and Brand Engagement: Systematic Literature Review
This study aims to explain and provide an overview of brand coolness that affects brand love and engagement. This research uses a Systematic Literature Review with the PRISMA method to synthesize scientific evidence to answer specific research questions. The database used comes from journals on Goog...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Brawijaya
2025-01-01
|
| Series: | Profit: Jurnal Administrasi Bisnis |
| Subjects: | |
| Online Access: | https://profit.ub.ac.id/index.php/profit/article/view/2812 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832088114504400896 |
|---|---|
| author | Lucia Mega Yuliana Andriani Kusumawati Agung Nugroho Luthfi Imam Fahrudi |
| author_facet | Lucia Mega Yuliana Andriani Kusumawati Agung Nugroho Luthfi Imam Fahrudi |
| author_sort | Lucia Mega Yuliana |
| collection | DOAJ |
| description | This study aims to explain and provide an overview of brand coolness that affects brand love and engagement. This research uses a Systematic Literature Review with the PRISMA method to synthesize scientific evidence to answer specific research questions. The database used comes from journals on Google Scholar. The results show that brand reliability, social value and emotional resonance are three aspects that can form brand coolness that positively affects brand love, namely in terms of brands, society and consumers themselves. Brand coolness has a positive impact on brand engagement through usability, originality in products and subcultural appeal. This research adds theoretical updates about several points that need to be considered for brand existence to survive in consumers, which need to be considered with emotional involvement with the brand. This research contributes to developing literature on brand coolness indicators to influence brand love and engagement and help brands design management strategies to present the value of coolness more effectively. Future research can examine consumer reactions to brand coolness, brand prestige, and brand authenticity to further understand brands today with consumers' rapidly changing consumption patterns and lifestyles. |
| format | Article |
| id | doaj-art-ef21d4eabf7d4edab5c14165e29d3cd1 |
| institution | Kabale University |
| issn | 1978-743X 2338-4654 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | University of Brawijaya |
| record_format | Article |
| series | Profit: Jurnal Administrasi Bisnis |
| spelling | doaj-art-ef21d4eabf7d4edab5c14165e29d3cd12025-02-06T02:43:30ZengUniversity of BrawijayaProfit: Jurnal Administrasi Bisnis1978-743X2338-46542025-01-01191148161https://doi.org/10.21776/ub.profit.2025.019.01.10Exploring the Influence of Brand Coolness on Brand Love and Brand Engagement: Systematic Literature Review Lucia Mega Yuliana 0Andriani Kusumawati 1Agung Nugroho Luthfi Imam Fahrudi 2Brawijaya University Brawijaya University Brawijaya University This study aims to explain and provide an overview of brand coolness that affects brand love and engagement. This research uses a Systematic Literature Review with the PRISMA method to synthesize scientific evidence to answer specific research questions. The database used comes from journals on Google Scholar. The results show that brand reliability, social value and emotional resonance are three aspects that can form brand coolness that positively affects brand love, namely in terms of brands, society and consumers themselves. Brand coolness has a positive impact on brand engagement through usability, originality in products and subcultural appeal. This research adds theoretical updates about several points that need to be considered for brand existence to survive in consumers, which need to be considered with emotional involvement with the brand. This research contributes to developing literature on brand coolness indicators to influence brand love and engagement and help brands design management strategies to present the value of coolness more effectively. Future research can examine consumer reactions to brand coolness, brand prestige, and brand authenticity to further understand brands today with consumers' rapidly changing consumption patterns and lifestyles.https://profit.ub.ac.id/index.php/profit/article/view/2812brand coolness; brand love; brand engagement |
| spellingShingle | Lucia Mega Yuliana Andriani Kusumawati Agung Nugroho Luthfi Imam Fahrudi Exploring the Influence of Brand Coolness on Brand Love and Brand Engagement: Systematic Literature Review Profit: Jurnal Administrasi Bisnis brand coolness; brand love; brand engagement |
| title | Exploring the Influence of Brand Coolness on Brand Love and Brand Engagement: Systematic Literature Review |
| title_full | Exploring the Influence of Brand Coolness on Brand Love and Brand Engagement: Systematic Literature Review |
| title_fullStr | Exploring the Influence of Brand Coolness on Brand Love and Brand Engagement: Systematic Literature Review |
| title_full_unstemmed | Exploring the Influence of Brand Coolness on Brand Love and Brand Engagement: Systematic Literature Review |
| title_short | Exploring the Influence of Brand Coolness on Brand Love and Brand Engagement: Systematic Literature Review |
| title_sort | exploring the influence of brand coolness on brand love and brand engagement systematic literature review |
| topic | brand coolness; brand love; brand engagement |
| url | https://profit.ub.ac.id/index.php/profit/article/view/2812 |
| work_keys_str_mv | AT luciamegayuliana exploringtheinfluenceofbrandcoolnessonbrandloveandbrandengagementsystematicliteraturereview AT andrianikusumawati exploringtheinfluenceofbrandcoolnessonbrandloveandbrandengagementsystematicliteraturereview AT agungnugroholuthfiimamfahrudi exploringtheinfluenceofbrandcoolnessonbrandloveandbrandengagementsystematicliteraturereview |