Shaping Brand Familiarity, Recognition, and Loyalty of a Place Through Brand Coolness

Abstract

Brand coolness is under scrutiny, and its influence on cognitive and behavioral variables is being studied; therefore, this study aims to explore its effects in areas with little to no prior evidence. This study examines whether brand coolness influences brand familiarity, recognition, and loyalty in the tourism sector. It also examines whether familiarity and recognition transmit any effect of coolness on loyalty in the tourism industry, as embedded in the SOR model. Data was obtained from 402 tourists through purposive convenience sampling using a cross-sectional survey. SmartPLS software was employed for data analysis. The results revealed that brand coolness is supportive in influencing brand familiarity, brand recognition, and brand loyalty, and both familiarity and recognition are strong mediators and partially complement the mediation between coolness and loyalty. The findings contribute to the emerging literature on brand coolness by treating familiarity and recognition as distinct variables and outlining theoretical and practical implications. Research then provides empirical evidence of the consequences of brand coolness and suggests that destination managers need to focus on distinct coolness features to enhance place familiarity and recognition, thereby supporting loyalty.