IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v65y2022ics0969698921004422.html
   My bibliography  Save this article

Service brand coolness in the construction of brand loyalty: A self-presentation theory approach

Author

Listed:
  • Jiménez-Barreto, Jano
  • Correia Loureiro, Sandra Maria
  • Rubio, Natalia
  • Romero, Jaime

Abstract

As service brands need to find new methods to overcome consumers' distrust of physical spaces in the post-COVID-19 era, we explore how niche and mass service brands can recover their experiential value through perceptions of coolness. In three studies, we evaluate service brand coolness and its consequences for communal–brand connection and loyalty. In Studies 1 and 2, we examine consumers’ thoughts on coolness and communal connection when describing their encounters with service brands. In Study 3, we test the relations among service brand coolness, communal–brand connection, and loyalty. Our findings show that for both niche and mass firms, service brand coolness similarly enhances communal–brand connection and loyalty.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921004422
    DOI: 10.1016/j.jretconser.2021.102876
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698921004422
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2021.102876?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jennifer J. Argo & Darren W. Dahl & Rajesh V. Manchanda, 2005. "The Influence of a Mere Social Presence in a Retail Context," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 207-212, September.
    2. Hair, Joe F. & Howard, Matt C. & Nitzl, Christian, 2020. "Assessing measurement model quality in PLS-SEM using confirmatory composite analysis," Journal of Business Research, Elsevier, vol. 109(C), pages 101-110.
    3. Xavier Drèze & Joseph C. Nunes, 2009. "Feeling Superior: The Impact of Loyalty Program Structure on Consumers' Perceptions of Status," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 890-905, April.
    4. Caleb Warren & Margaret C. Campbell, 2014. "What Makes Things Cool? How Autonomy Influences Perceived Coolness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(2), pages 543-563.
    5. Necmi K. Avkiran & Christian M. Ringle (ed.), 2018. "Partial Least Squares Structural Equation Modeling," International Series in Operations Research and Management Science, Springer, number 978-3-319-71691-6, September.
    6. Matthew Hawkins, 2020. "The moderating effect of need for belonging and communal-brand connection on counterfeit purchasing," Post-Print hal-02943037, HAL.
    7. Aric Rindfleisch & James E. Burroughs & Nancy Wong, 2009. "The Safety of Objects: Materialism, Existential Insecurity, and Brand Connection," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(1), pages 1-16, June.
    8. 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).
    9. Hawkins, Matthew A., 2020. "The moderating effect of need for belonging and communal-brand connection on counterfeit purchasing," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    10. Albert M. Muiz Jr. & Hope Jensen Schau, 2005. "Religiosity in the Abandoned Apple Newton Brand Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 737-747, March.
    11. Otterbring, Tobias, 2021. "Peer presence promotes popular choices: A “Spicy†field study on social influence and brand choice," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    12. Matthew Hawkins, 2018. "Researching and marketing to consumption collectives," Post-Print hal-01809954, HAL.
    13. Sundar, Aparna & Dinsmore, John B. & Paik, Sung-Hee Wendy & Kardes, Frank R., 2017. "Metaphorical communication, self-presentation, and consumer inference in service encounters," Journal of Business Research, Elsevier, vol. 72(C), pages 136-146.
    14. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    15. Loureiro, Sandra Maria Correia & Jiménez-Barreto, Jano & Romero, Jaime, 2020. "Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Nadeem, Waqar & Alimamy, Saifeddin & Ashraf, Abdul Rehman, 2023. "Navigating through difficult times with ethical marketing: Assessing consumers' willingness-to-pay in the sharing economy," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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).
    2. Sarker, Moniruzzaman & Mohd-Any, Amrul Asraf & Kamarulzaman, Yusniza, 2021. "Validating a consumer-based service brand equity (CBSBE) model in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    3. Hawkins, Matthew A., 2020. "The moderating effect of need for belonging and communal-brand connection on counterfeit purchasing," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    4. Matti J. Haverila & Kai Haverila & Caitlin McLaughlin & Hailey Tran, 2022. "The impact of tangible and intangible rewards on online loyalty program, brand engagement, and attitudinal loyalty," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(1), pages 64-81, March.
    5. Matthew Hawkins, 2020. "The moderating effect of need for belonging and communal-brand connection on counterfeit purchasing," Post-Print hal-02943037, HAL.
    6. Shou, Yongyi & Zhao, Xinyu & Dai, Jing & Xu, Dong, 2021. "Matching traceability and supply chain coordination: Achieving operational innovation for superior performance," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 145(C).
    7. Siti Maria & Digra Lestar & Eny Rochaida & Dio Caisar Darm & Heni Rahayu Rahmawati, 2021. "Self-Efficacy, Organizational Commitment, And Employee Performance - From Public Office," Cactus - The tourism journal for research, education, culture and soul, Bucharest University of Economic Studies, vol. 3(1), pages 6-15.
    8. Hinterhuber, Andreas & Kienzler, Mario & Liozu, Stephan, 2021. "New product pricing in business markets: The role of psychological traits," Journal of Business Research, Elsevier, vol. 133(C), pages 231-241.
    9. Yapanto, Lis M, 2021. "Supply chain management and logistic presentation: Mediation effect of competitive advantage," OSF Preprints ze96v, Center for Open Science.
    10. Eva María Sánchez-Teba & María Dolores Benítez-Márquez & Teresa Romero-Navas, 2019. "Residents’ Negative Perceptions towards Tourism, Loyalty and Happiness: The Case of Fuengirola, Spain," Sustainability, MDPI, vol. 11(23), pages 1-19, December.
    11. Basco, Rodrigo & Hair, Joseph F. & Ringle, Christian M. & Sarstedt, Marko, 2022. "Advancing family business research through modeling nonlinear relationships: Comparing PLS-SEM and multiple regression," Journal of Family Business Strategy, Elsevier, vol. 13(3).
    12. Zollo, Lamberto & Filieri, Raffaele & Rialti, Riccardo & Yoon, Sukki, 2020. "Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience," Journal of Business Research, Elsevier, vol. 117(C), pages 256-267.
    13. Farzana Quoquab & Jihad Mohammad, 2020. "Cognitive, Affective and Conative Domains of Sustainable Consumption: Scale Development and Validation Using Confirmatory Composite Analysis," Sustainability, MDPI, vol. 12(18), pages 1-22, September.
    14. Isabelle Collin-Lachaud & Mbaye Fall Diallo, 2021. "Smartphone use during shopping and store loyalty: The role of social influence," Post-Print hal-03156195, HAL.
    15. Juan A. Marin-Garcia & Tomas Bonavia, 2021. "Empowerment and Employee Well-Being: A Mediation Analysis Study," IJERPH, MDPI, vol. 18(11), pages 1-22, May.
    16. Baldauf, Artur & Cravens, Karen S. & Diamantopoulos, Adamantios & Zeugner-Roth, Katharina Petra, 2009. "The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 85(4), pages 437-452.
    17. Md. Uzir Hossain Uzir & Abu Bakar Abdul Hamid & Ishraq Jerin & Ahmad Shaharudin Abdul Latiff & Ramayah Thurasamy, 2021. "Customer satisfaction and brand loyalty to electronic home appliances in Bangladesh: the contingent role of brand trust," SN Business & Economics, Springer, vol. 1(6), pages 1-35, June.
    18. Saari, Ulla A. & Damberg, Svenja & Frömbling, Lena & Ringle, Christian M., 2021. "Sustainable consumption behavior of Europeans: The influence of environmental knowledge and risk perception on environmental concern and behavioral intention," Ecological Economics, Elsevier, vol. 189(C).
    19. Tan, Si & Chen, Weiping, 2021. "Building consumer trust in online food marketplaces: the role of WeChat marketing," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 24(5), April.
    20. Enrico Ciavolino & Massimo Aria & Jun-Hwa Cheah & José Luis Roldán, 2022. "A tale of PLS Structural Equation Modelling: Episode I— A Bibliometrix Citation Analysis," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 164(3), pages 1323-1348, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921004422. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.