Examining the effect of brand coolness on communal brand connection and brand commitment: a mediation and moderation perspective

Purpose The purpose of this study, which draws on the stimulus organism response (S-O-R) theory, is to empirically examine the effect of brand coolness on communal brand connection and brand commitment, while assessing how the latter fosters brand trust and loyalty among smartphone users. Design/methodology/approach Data are collected from 410 smartphone users in Ghana and analyzed with Smart-PLS utilizing the structural equations modeling technique. Findings The study's findings show that consumers' perceptions of brand coolness have a positive influence on their communal brand connection and brand commitment. The study also discovers that brand commitment influences brand loyalty, whereas communal brand connection influences brand commitment, loyalty and trust, respectively. Similarly, brand commitment and communal brand connection are identified as important mediating variables in the relationship between brand coolness and both brand loyalty and brand trust. Practical implications The study underlines the significance of developing cool brand images and communicating same effectively to current and prospective customers, along with other stakeholders. Originality/value The study highlights the fact that properly creating cool brands can lead to increased communal brand connection, brand commitment, and, consequently, brand trust and loyalty.