• 유통과학연구
• /
• 제20권7호
• /
• pp.87-95
• /
• 2022

Purpose: This study aims to analyze the effects of Brand Coolness, Brand Love, and Self-brand Connections on Word-of-mouth positively. The retail format of Starbuck in Vietnam is successful in distribution applied when it becomes the place for customers to express themselves. Consumers are now aware about Brand Coolness of the Starbucks developed in Vietnam then turn to love the brand of store and connect themselves to the brand. In this study, the closest relationship to form the basis for consumer Word-of-mouth about a brand is the relationship between Brand Coolness and Brand Love. Results: The findings show that Brand Coolness and Brand Love are important value factors in customers' minds toward their behavior, form there, it will contribute to the brand store in distribution. Research design, data and methodology: This article used the quantitative technique utilizing PLS-SEM software to test the hypothesis with 600 samples. The data obtained shows that people have Word-of-mouth about the retail format of Starbucks in Ho Chi Minh City. Conclusion: The study has demonstrated the conclusions and proposed solutions to help beverage brands build Brand Love, thereby achieving coolness, connecting brands with themselves, leading to customer Word-of-mouth in a positive way towards retail format.

• International journal of advanced smart convergence
• /
• 제13권3호
• /
• pp.214-226
• /
• 2024

This study examines the impact of fashion brand collaborations in sandbox games on consumer purchase intentions, focusing on brand coolness and self-avatar identification. Through online surveys of U.S. consumers aged 20-40, it finds that aesthetics, scarcity, and familiarity contribute to brand coolness, with only aesthetics directly impacting purchase intentions. Emotional engagement, self-expression, and perceived enjoyment enhance brand coolness, with emotional engagement being the most influential, and all except perceived enjoyment positively affect purchase intentions. Brand coolness from collaborations positively impacts purchase intentions, indicating that positive consumer attitudes drive behavior. Self-avatar identification moderates the relationships between familiarity and brand coolness, self-expression, and purchase intentions, and moderates the mediating effect of brand coolness. The study underscores the importance of self-avatar identification in shaping consumer behavior and calls for further research in diverse industries and new marketing forms.

• 산업경영시스템학회지
• /
• 제23권54호
• /
• pp.111-117
• /
• 2000

In this study we analyzed the relationship between sensibility image and the needs to purchase, by studying the relations between the brand name of the beer which consumers recognize and the needs to purchase, and by extracting the sensibility image from the consumers about how they feel about the advertisement. For the survey we first chose 30 sensibility related adjectives from the preliminary survey and chose the 6 most selected sensibility related adjectives by showing beer advertisements from the 3 leading companies. In the main survey we used 7 point scale measurement to evaluate the sensibility scale in each advertisement using the 6 sensibility related adjectives we chose from the preliminary survey, such as cleanness, coolness, pleasantness, softness, easiness, and studied why they feel that way about the advertisement. We hope to contribute on establishing the advertising strategy of the company, based on sensibility image which the consumers are in favor of.