Wow! you’re so cool! Does anthropomorphism affect brand coolness perceptions?

Purpose Brand coolness (BC) represents a significant force in modern marketing, significantly driving consumer preference, premium pricing potential and sustainable competitive advantage. While research has extensively documented its impact on brand value and consumer responses, strategically cultivating BC remains a critical yet understudied challenge for academics and practitioners. This study aims to address this gap by investigating brand anthropomorphism (BA) as an antecedent to BC. Design/methodology/approach Data was collected via an online survey from 583 Indian millennials and examined through structural equation modelling to evaluate hypothesised relationships. Findings BA significantly enhances BC through its multifaceted dimensions, including extraordinary, energetic, high-status, visually appealing, original, authentic, rebellious, connected to subcultures, iconic and popular. The results demonstrate that brands can systematically build coolness perceptions by strategically incorporating human-like characteristics, emotions and social behaviours. Research limitations/implications For practitioners, the findings provide specific strategies to impart BC through anthropomorphic features, offering a roadmap for brand managers to enhance brand positioning and consumer connections. For academics, it establishes a theoretical framework linking anthropomorphism to coolness creation, opening new research directions in strategic brand management. Originality/value This study’s contribution is twofold: it addresses the crucial gap in understanding how brands can proactively cultivate coolness, moving beyond the well-documented consequences and introduces anthropomorphism as a strategic tool for enhancing BC. This advances both theoretical understanding and practical application of BC management.