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Technology product coolness and its implication for brand love

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  • Tiwari, Amit Anand
  • Chakraborty, Anirban
  • Maity, Moutusy

Abstract

Increased similarity of features of technology products has led to a waning of unique differentiating factors. In an absence of any tangible unique selling proposition, coolness has emerged as one of the compelling differentiators. This study investigates the coolness of technology products through in-depth interviews and an application of the critical incident technique (CIT). Thereafter, the findings of the qualitative study are empirically validated by collecting data through survey methodology and analyzing it by using structural equation modeling technique. Six dimensions of perceived coolness, viz., rebelliousness, desirability, innovativeness of technology, reliability, attractiveness, and usability are identified and empirically validated. The impact of coolness on brand love (which is a brand-related outcome of coolness), an under-researched construct, is studied and the relationship is found to be positive.

Suggested Citation

  • Tiwari, Amit Anand & Chakraborty, Anirban & Maity, Moutusy, 2021. "Technology product coolness and its implication for brand love," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    • Handle: RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920312662
    DOI: 10.1016/j.jretconser.2020.102258
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    Cited by:

    1. Park, Jihye & Li, Wenhan, 2023. "“I got it FIRST†: Antecedents of competitive consumption of a new product," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Jiménez-Barreto, Jano & Correia Loureiro, Sandra Maria & Rubio, Natalia & Romero, Jaime, 2022. "Service brand coolness in the construction of brand loyalty: A self-presentation theory approach," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Guerreiro, João & Loureiro, Sandra Maria Correia, 2023. "I am attracted to my Cool Smart Assistant! Analyzing Attachment-Aversion in AI-Human Relationships," Journal of Business Research, Elsevier, vol. 161(C).

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