Brand Coolness, Brand Engagement and Brand Equity of Luxury Brand
This study empirically investigates the interrelationships between brand coolness, brand engagement, and brand equity of the luxury brand. A survey was conducted among a sample of 234 Thai consumers. Data collection was analyzed by using Structural Equation Modeling (SEM). The article concludes with a valuable framework that has contributed meaningfully to a better understanding of the process of building brand engagement and brand equity through brand coolness. This study extends the previous research and has contributions to both theory and practice in the luxury industry.
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