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

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