Exploring the Influence of Brand Coolness on Brand Love and Brand Engagement: Systematic Literature Review

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...

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Bibliographic Details
Main Authors: Lucia Mega Yuliana, Andriani Kusumawati, Agung Nugroho Luthfi Imam Fahrudi
Format: Article
Language:English
Published: University of Brawijaya 2025-01-01
Series:Profit: Jurnal Administrasi Bisnis
Subjects:
brand coolness; brand love; brand engagement
Online Access:https://profit.ub.ac.id/index.php/profit/article/view/2812
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